Mark Graus
Maastricht University
BISS Institute

I’m an assistant professor in Data-Driven Personalization. My research focusses on human-centered AI: how can we create AI that actually helps people and society. I do this by combining (applied) machine learning, psychological theory and interaction design. 

The internet you see is different from the internet I see… Efforts in various areas of research have resulted in algorithms that allow us to build systems such as personalized search engines, recommender systems and targeted advertising. These systems control what content an individual user receives based on how they have behave online. I am an Assistant Professor in Data-Driven Personalization and study the relationship between these personalized systems, the way people interact with them and how they experience them.  

My aim is to make data-driven personalization more user-centered. A lot of effort goes into engineering challenges (e.g. how to use historical browsing behavior to infer a user’s movie preferences), implementing these systems and ensuring they actually serve their purpose in helping people comes with numerous design challenges. The way in which I want to overcome these challenges is by adopting a more user-centered perspective, taking into account the users’ psychology and their subjective experience. I believe the only way to successfully create personalized systems is to apply machine learning taking user’s psychology and their feedback into account.

This approach is described in more detail in my PhD thesis titled `From behavior-centered to user-centered: incorporating psychological knowledge and user feedback in personalization’.

Academic Positions

  • Present2018

    Assistant Professor

    Maastricht University, Department of Marketing and Supply Chain Management, and BISS Institute, Heerlen

Commercial Roles

  • 20142013

    Data Scientist

    O2mc, Uden, the Netherlands

  • 20132011

    Technical Consultant Online Analytics

    Adversitement, Uden, the Netherlands

Education & Training

  • Ph.D.2018

    PhD in Human-Technology Interaction

    Eindhoven University of Technology

  • M.Sc.2011

    Master of Science in Human-Technology Interaction

    Eindhoven University of Technology

  • B.Sc.2008

    Bachelor of Science in Innovation Sciences

    Eindhoven University of Technology