Avi Goldfarb is the Ellison Professor of Marketing at the Rotman School of Management, University of Toronto and coauthor of the book Prediction Machines: The Simple Economics of Artificial Intelligence. He is Chief Data Scientist at the Creative Destruction Lab, Senior Editor at Marketing Science, and a Research Associate at the National Bureau of Economic Research. His research on the economics of technology has been discussed in White House reports, Congressional testimony, European Commission documents, the Economist, the Globe and Mail, the National Post, CBC Radio, National Public Radio, Forbes, Fortune, the Atlantic, the New York Times, the Financial Times, the Wall Street Journal, and elsewhere. He holds a PhD in economics of Northwestern University. Further details about his research can be found at www.avigoldfarb.com.