BSS Spring 2024 Series: A.I. in Marketing Research
Date and Time
Tuesday Feb 13, 2024
9:00 AM - 10:00 AM CST
Tuesday, February 13th, 2024
9:00a.m.-10:00a.m.
Location
Session will be held at the Champaign County Chamber of Commerce. 303 W. Kirby Ave. Champaign, IL
Fees/Admission
A.I. in Marketing Research: Members: $39 each Non-members: $69 each The discounted cost to do it all (the three-part A.I. program) is:
Members: $99 for all three sessions
Contact Information
Ryan Wolfe
Director of Business Counseling and Programming
217.359.1791
Send Email
BSS Spring 2024 Series: A.I. in Marke...
Description
The rapid growth of generative artificial intelligence (AI) technologies, such as ChatGPT, has led to both excitement and skepticism among academics and industry.
In this session, Unnati Narang, Assistant Professor at Gies College of Business, University of Illinois at Urbana-Champaign, will discuss how these technologies impact user-generated content (UGC) creation and engagement in online learning platforms. Using empirical evidence from ongoing field experiments, she will demonstrate the dual impact of AI; while encouraging the use of AI results in higher content creation, it results in 5-10% less engagement (i.e., fewer comments) relative to not using AI. She will also share the results of practical, low-cost strategy managers can use to mitigate the negative effects on engagement.
Dr. Unnati Narang Background: Unnati Narang, Assistant Professor of Business Administration and John M. Jones Fellow of Marketing, spearheads groundbreaking research on A.I. in Marketing. Focused on the intricate relationships between consumers' mobile app usage, online and offline retail behaviors, and emerging mobility trends like e-scooters, Narang employs causal modeling, econometrics, machine learning, and deep learning. Her work explores how consumer movement patterns shape future retail visits and the transformative impact of new mobility forms. Published in top-tier journals, including Marketing Science and the Journal of Marketing Research, Narang's research not only advances academic knowledge but also provides crucial insights for businesses navigating the evolving landscape of technology, consumer behavior, and retail dynamics
In this session, Unnati Narang, Assistant Professor at Gies College of Business, University of Illinois at Urbana-Champaign, will discuss how these technologies impact user-generated content (UGC) creation and engagement in online learning platforms. Using empirical evidence from ongoing field experiments, she will demonstrate the dual impact of AI; while encouraging the use of AI results in higher content creation, it results in 5-10% less engagement (i.e., fewer comments) relative to not using AI. She will also share the results of practical, low-cost strategy managers can use to mitigate the negative effects on engagement.
Dr. Unnati Narang Background: Unnati Narang, Assistant Professor of Business Administration and John M. Jones Fellow of Marketing, spearheads groundbreaking research on A.I. in Marketing. Focused on the intricate relationships between consumers' mobile app usage, online and offline retail behaviors, and emerging mobility trends like e-scooters, Narang employs causal modeling, econometrics, machine learning, and deep learning. Her work explores how consumer movement patterns shape future retail visits and the transformative impact of new mobility forms. Published in top-tier journals, including Marketing Science and the Journal of Marketing Research, Narang's research not only advances academic knowledge but also provides crucial insights for businesses navigating the evolving landscape of technology, consumer behavior, and retail dynamics
