Valya Kuskova has built a distinguished career at the intersection of data science, analytics, and industry collaboration. She currently serves as Professor of the Practice and Associate Director at the Lucy Family Institute for Data & Society
and as Managing Director of Notre Dame AnalytiXIN in Indianapolis, where she leads partnerships between Notre Dame’s AI and analytics talent and industry leaders through research, strategic initiatives, and experiential learning opportunities.
Valya’s background spans both academia and industry. Before joining Notre Dame, she held roles from programmer/analyst to senior strategic planning analyst at Fortune 200 companies, and later founded and led multiple advanced analytics programs and a network-analytic think tank. She has served as a research partner and analytics consultant to major global brands including Coca-Cola, McDonald’s, and Volkswagen.
A passionate advocate for using science to drive business and societal impact, Valya teaches Business Analytics and Data Science in Notre Dame’s ESTEEM program.
ESTEEM: What was the most surprising or unconventional lesson you’ve learned in your professional journey?
Valya: Well, what comes to mind first is when I finished my PhD program. I was very proud of how much I’d learned and thought I was set for life. But since then, every year I realize how much I don’t know. I was probably at the very peak of the Dunning–Kruger curve when I graduated. Every year, I continue to learn, so the most surprising thing is that learning truly never stops. I didn’t expect that. I also learn a lot from my students each year, which is very rewarding.
ESTEEM: If you were a student starting the ESTEEM program this year, what would you make sure to focus on learning or doing during the year?
Valya: Oh, that’s an easy one. You are at a pivotal point in the development of humanity, where AI is infiltrating all areas of life. Everything you learn today might become obsolete tomorrow. So the most important thing to focus on is how to stay relevant and not become obsolete when AI takes over many jobs.
I predict that AI will become much better at marketing than humans, because it can process enormous amounts of data and generate targeted marketing decisions quickly, ads so personalized that even if you didn’t want to buy something, you probably will because it’s tailored to your desires and personality.
Machines will surpass us in many data-driven tasks. So, the key question becomes: how do you stay relevant in marketing, data analytics, or product design, when machines can take over so much of the technical work? The answer lies in keeping the human thinking component, the creativity and empathy that AI still lacks.
ESTEEM: What emerging trends or challenges in your field do you think ESTEEM students should be paying attention to?
Valya: It’s really the same answer, and it will be the same for the rest of your career. You’ll need to learn much faster than we did because information is now so easily accessible. You can ask AI to summarize ten or fifteen articles for you in minutes. So, focus on how to use technology efficiently.
There are really two parts to this:
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How do you stay relevant as technology evolves?
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How do you use that technology efficiently to maintain a competitive edge?
ESTEEM: What do you personally learn from working with ESTEEM students year after year?
Valya: Each class has its own personality. One class I taught was very tech-focused, they were going to create the next wave of startups. This current class, though, is incredibly optimistic. You’re all so positive, with such an upbeat outlook on life. You don’t take yourselves too seriously, you enjoy what you’re doing, and that makes it fun for me too. I really appreciate that energy and learn from it every year.
ESTEEM: If you had one piece of advice for students striving to make an impact, what would it be?
Valya: Focus on the human face behind everything you do, because everything else can eventually be replaced by machines.
Understanding people’s feelings, values, struggles, and sense of worth will always matter. Many of these challenges are amplified by technology. When I was young, we compared ourselves only to people around us. Now, young girls, and boys too, are comparing themselves to impossible standards set by celebrities and influencers online.
AI will likely make that even worse. So, where does our humanity fit in? It’s becoming a balance between doing things efficiently and preserving our human connection. Those who understand and protect the human element will make the greatest impact in the future.
About the ESTEEM Graduate Program:
Over the course of this 11-month Master of Science degree (in Innovation, Technology and Entrepreneurship) program at the University of Notre Dame, students from technical backgrounds are equipped with the skills and experience to launch new businesses, become innovators within large corporations, and be leaders of dynamic, innovative teams. Students are immersed in an entrepreneurial sandbox, where they get their hands dirty with entrepreneurship and innovation through a cutting-edge curriculum, a capstone commercialization project for an emerging technology, and outstanding out-of-the-classroom experiences.
To learn more about the ESTEEM Graduate Program or to apply please go to our website.