AI, simulation, and decision stability in digital marketing DSS
ARIES research focuses on the integration of artificial intelligence, decision support systems, simulation-based validation, and digital marketing decision-making.
The Research Logic
SEM / ML Models → Simulation-Based Validation → Decision Stability → Managerial Decision Support
The research direction behind ARIES examines how predictive models, simulation, and structured decision logic can support more stable and explainable managerial decisions.
The research direction explores how managers can move from predictive analytics toward more stable, explainable, and action-oriented decisions.
A central research interest is the connection between marketing metrics, AI-based prediction, and structured decision logic.
Key areas include:
- Hybrid SEM–Machine Learning models
- Decision stability as a validation criterion
- Simulation-based stress testing
- Digital marketing performance metrics
- AI-supported decision support systems
- Intelligent chatbot systems for managerial decision-making
The academic side of ARIES aims to show that decision-support models should not only generate predictions, but also support consistent, interpretable, and strategically relevant decisions.