Welcome! This is Cheng Lu.

My research is organized around a broad question: as AI systems become increasingly central to marketing practice and research, how can we draw credible conclusions from these systems and evaluate whether they create value?

On the methodological side, I develop statistical machine learning methods with rigorous guarantees for marketing decision-making. On the applied side, I study the real-world effects of AI and digital platform interventions, such as LLM-assisted advertising and referral programs, using causal inference and large-scale field experiments.

• Artificial Intelligence
• Causal Inference
• Field Experiments
• Social Media Platforms