Marko Sarstedt

Marko Sarstedt is a Professor of Marketing at the Ludwig Maximilian University of Munich's School of Business and Economics, specializing in cutting-edge applications of artificial intelligence in marketing research. His academic profile demonstrates significant contributions to understanding how large language models can transform consumer research methodologies while maintaining scientific rigor.

Dr. Sarstedt's research interests center on the intersection of marketing theory and artificial intelligence, with particular expertise in PLS-SEM methodology as evidenced by his 'Learn PLS-SEM!' initiative and 'Advanced Issues in PLS-SEM' publications. His work critically examines both the potential and limitations of LLMs in simulating human consumer behavior and opinions, with publications spanning high-impact journals including PNAS, Nature Machine Intelligence, and IEEE.

His recent publications reveal a consistent research trajectory examining how AI-human hybrids can enhance marketing research while addressing methodological concerns about using LLMs as human surrogates. This work includes investigations into prompt architecture artifacts, AI autophagy caveats, and the generation of silicon samples for consumer research, establishing him as a thought leader in AI applications within marketing science.

As an active academic communicator, Dr. Sarstedt engages with both scholarly and practical audiences through his podcast 'Mut zur Persönlichkeit' and his 'Science meets practice' initiatives with Springer and absatzwirtschaft, bridging academic research with real-world marketing applications.