Liliana Bove

KU Leuven and the University of Melbourne are offering a fully funded joint PhD position on GenAI implementation in customer service. The project sits within the Department of Marketing at KU Leuven, an internationally recognized research group active in marketing modeling, marketing management and strategy, and consumer behavior. The research examines how generative AI technologies such as chatbots and virtual agents are reshaping customer service. A key focus is how organizations can use GenAI either to replace frontline employees or to support reskilling and upskilling for effective human-AI collaboration. The project aims to generate empirical evidence on the implications of these choices for firm value, employee roles and competencies, customer outcomes, and broader organizational performance. The PhD is jointly supervised by Professors Yves Van Vaerenbergh and Bart Larivière at KU Leuven, in close collaboration with Professor Liliana Bove at the University of Melbourne. The successful candidate will spend at least one year and up to two years in Melbourne, with the first and final year based at KU Leuven. Upon completion, the candidate receives a PhD degree from both KU Leuven and the University of Melbourne. The project combines multiple methodologies, including event studies, field studies, and advanced statistical analyses. It is well suited to candidates with strong quantitative training and an interest in marketing strategy, service research, and AI-enabled customer interactions. A background in Business Engineering, Economics, Econometrics, Statistics, Quantitative Analysis, Data Science, Information Systems, or a related field is preferred. Eligibility highlights include an excellent academic record, strong analytical skills, comfort working with large datasets, and excellent English communication skills. Affinity with qualitative research methods is considered an advantage. The candidate is expected to participate in seminars and conferences, enroll in KU Leuven’s PhD program in the Faculty of Economics and Business, assist in educational activities, and aim to publish in leading international journals. The position offers a full-time funded appointment for four years, subject to successful yearly evaluation, together with a competitive salary and standard doctoral researcher benefits under KU Leuven regulations. The intended starting date is December 1, 2026, or as soon as possible. Applications should include a motivation letter, CV, official transcripts of bachelor’s and master’s studies, and an optional writing sample. The deadline is 2026-08-05.