Studying how AI is reshaping marketing, and building the tools to prove it.

I'm Dr. Sidney T. Anderson, Associate Professor of Marketing and The Scott Emerson Professor of Business Administration at Texas State University. My research program sits at the intersection of marketing and AI, where I explore how AI reshapes marketing and its connections to other disciplines (e.g., operations management, economics, and healthcare). Underpinning this research agenda is 25+ years of corporate experience across data and technology, which I now operationalize through agentic AI. Drawing on a foundation in AI, Python, SQL, Informatica, and advanced Excel, I direct AI agents to execute the technical work that once required hands-on labor, from data integration and quality assurance to governance and migration. My ability to translate functional requirements into technical specifications, build trusted data repositories, and foster a data-centric culture now scales through AI-driven execution, allowing me to apply the very technologies I study to the infrastructure that supports my scholarship and consulting.