Barbara Wixom

Barbara Wixom is a Principal Research Scientist at MIT's Sloan School of Management, leading the Center for Information Systems Research (CISR). She specializes in data monetization and AI adoption, focusing on how organizations derive business value from data assets. Her work bridges academic research and industry practice, with a global impact through collaborative projects and advisory roles. Prior to MIT, she was a tenured professor at the University of Virginia (UVA), where she received multiple teaching awards.

• Affiliations: MIT CISR, MIT Sloan, Australian Research Council's CIRES International Expert Panel
• Key Roles: Leads the MIT CISR Data Research Advisory Board (100+ executives), co-authors research with Australian universities, external doctoral examiner

Her research emphasizes treating data as strategic products, distinguishing between data assets and solutions. She advocates for a product mindset in data management to drive profitability and innovation. Wixom’s 2023 book Data is Everybody’s Business promotes inclusive data engagement across organizations.

Recent publications explore AI scaling, generative AI governance, and data monetization strategies. She actively advises on balancing risks and innovation in AI adoption, as well as fostering data-driven cultures.

• Awards:
  • Teradata Hugh J. Watson Award (2017)
  • AIS Outreach Practice Publication Award (2021)
  • UVA All-University Teaching Award (2002, 2010)

Wixom collaborates with industry leaders like Anthem, GE, and Satellogic, analyzing case studies to inform actionable insights. Her work on data liquidity and enterprise agility highlights practices for sustaining profit through data product management. She also champions diversity in data careers, encouraging underrepresented groups to pursue data-related roles.