Keynote Speaker · Consultant · Professor
Dr. Jonas
Heller
I help executives and their teams cut through the hype of AR, VR, and AI — with keynotes, workshops, and strategy grounded in a decade of consumer research.
Trusted by organizations including
- Allianz
- APG
- Dutch Ministry of I&W
- Maastricht University MBA
Speaking
Keynote Topics
Reality, Augmented: Where AR & VR Actually Pay Off
What a decade of lab and consumer studies says about immersive tech in retail and services — your audience leaves knowing which use cases create value and which are expensive gimmicks.
Beyond the AI Hype: What AI Really Does to Customers
How consumers actually respond to AI in marketing and service — and how to deploy it without eroding the trust your brand runs on.
Mind Meets Machine: Brain-Computer Interfaces
A look past the science fiction: what neurotechnology can already measure about your customers, and the strategic and ethical questions leaders should ask now.
Working in the Metaverse: Immersive Collaboration
What XR genuinely changes about collaboration, training, and learning — separating the durable shifts from the hype cycle.
The Experience Dividend: Transformation Customers Feel
Why most digital transformation never reaches the customer — and how behavioral science turns technology investments into experiences people notice and pay for.
Evidence Over Hype: Inside the Open Science Movement
How open, transparent research separates real insight from noise — and how decision-makers can tell credible evidence from cherry-picked claims.
For keynote bookings, please include the event date, expected audience size, and preferred topic in your message.
Book a KeynoteConsulting
Advisory & Training
I help organizations navigate the intersection of immersive technologies, AI, and consumer behavior — translating cutting-edge research into actionable strategy.
Workshops & Masterclasses
Hands-on sessions that take your team from curiosity to a prioritized shortlist of AR, VR, and AI use cases — evidence-based and jargon-free.
In-Company Training & Executive Education
Programs for leadership teams and professionals — from MBA-level digital strategy to tailored in-company curricula, as delivered for Allianz, APG, and the Dutch Ministry of I&W.
Strategic Advisory on AR, VR, AI & Digital Transformation
Independent, research-grounded counsel on where immersive technologies and AI fit your strategy — and where they don't.
Past Clients
Allianz · APG · Dutch Ministry of Infrastructure and Water Management · Maastricht University MBA
- name: "Dr. Jonas Heller"
- role: "Assistant Professor of Marketing"
- affiliation: "Maastricht University, SBE"
- labs: ["DEXLab", "LIT Network"]
- research: ["AR/VR", "AI", "Digital Marketing", "Consumer Behavior"]
- funding: "Marie Curie Fellow | €2.1M+ in competitive grants"
- awards: ["SBE Junior Researcher 2024", "Dean's Award UNSW"]
- education: [
- "PhD Digital Marketing @ UNSW",
- "M.Sc. International Business: SCM @ Maastricht University",
- "B.Sc. International Business @ Maastricht University"
- ]
- industry: ["Zalando", "Jimdo"]
- publications: "39 peer-reviewed articles | h-index 23"
Jonas Heller is an Assistant Professor of Marketing at Maastricht University’s School of Business and Economics, where he directs DEXLab — a research lab specializing in immersive technologies, AI, and consumer neuroscience. He has secured over €2.1M in competitive research funding, published 39 peer-reviewed papers, and advises organizations ranging from Allianz to government ministries on the behavioral science of digital transformation. He speaks internationally on AR, VR, AI, and the future of human-technology interaction.
Research & Impact
Work Highlights
DEXLab
Co-founder & Scientific Director of the Digital Experience Lab — a hub for AR, VR, AI, service robots, and neuroscientific tools at Maastricht University SBE.
€2.1M+ Research Funding
Secured competitive grants including Marie Curie, Comenius, NETSPAR, ERASMUS+, and international PhD funding from CSC and SACM.
Immersive Technologies
Pioneering research on AR, VR, and XR's impact on consumer decision-making in frontline services.
AI & Digital Marketing
Combining experimental and econometric methods to study AI-driven marketing decisions.
LIT Network
Co-founded the Limburg Immersive Technologies Network connecting academia, industry, and SMEs.
39 Publications
Published in journals including Journal of Retailing, Journal of Service Research, and Computers in Human Behavior.
Executive Education
MBA Digital Strategy, workshops & in-company training for Allianz, APG, Dutch Ministry of I&W, and more.
Publications
Selected Papers
Using customized, conversational AI agents in leadership and management research: Benefits, practical illustrations, and best practices
Becker, M., de Jong, D., Briker, R., Mennens, K., Heller, J., Mahr, D., Grewal, D.
Immersive Environments
Glebova, E., Heller, J.
Perspective-taking and meaning-making among public policy professionals experiencing an immersive poverty narrative
Bos, S. G., Brüggen, L., van der Werf, M., Heller, J.
Customer engagement in utilitarian vs. hedonic service contexts
Barrett, J. A. M., Jaakkola, E., Heller, J., Brüggen, E. C.
Brave new procurement deals: An experimental study of how generative artificial intelligence reshapes buyer–supplier negotiations
Herold, S., Heller, J., Rozemeijer, F., Mahr, D.
Does using augmented reality in online shopping affect post-purchase product perceptions? A mixed design using machine-learning based sentiment analysis, lab experiments, and focus groups
Dong, X., Hu, C., Heller, J., Deng, N.
Newsletter
From the lab to your inbox
Essays on what AR, VR, and AI actually do to customers and organizations — research-backed, hype-free.
Contact
Get in Touch
Interested in research collaborations, speaking engagements, or consulting? Reach out.
Office
Room B1.17a, Tongersestraat 53
Maastricht, NL