Rory Van Loo is a professor at The Wharton School of the University of Pennsylvania. His research focuses on how technological, market, and social shifts invite a rethinking of the regulatory framework for consumer-facing businesses.
He is currently conducting research on agentic commerce. Prior to Wharton, Professor Van Loo taught at Harvard Law School and the Boston University School of Law. He also served on the implementation team that launched the Consumer Financial Protection Bureau and conducted empirical studies for multinational corporations in mergers and acquisitions, consumer marketing, and organizational design at McKinsey & Co.
Professor Van Loo’s intellectual engagement with digital markets began with an undergraduate major in science, technology, and society, focusing on computer science. He then received a Thomas J. Watson Fellowship to travel to Argentina, Costa Rica, Côte d’Ivoire, India, Mali, Peru, Senegal, and Vietnam researching the social impact of the internet.
