George (Zhida) Gui

George Zhida Gui is a faculty member in the Marketing Division at Columbia Business School. His research leverages causal inference techniques and behavioral economics to study consumer behaviors in digital marketplaces, with a primary focus on E-commerce and online grocery platforms. He is also broadly interested in enhancing predictive machine learning models and generative AIs by integrating causal inference and economic theory into their training and usage.

Professor Gui received his B.A. with honors in Economics and B.S. in Applied Mathematics from the University of Chicago, and his Ph.D. in Quantitative Marketing from Stanford University Graduate School of Business.