Marketing Capabilities
Generative Personalization with Textual and Non-textual Data
Develops GPT2 (Generative Personalized Targeting with Generative Pre-trained Transformers) which infers user preferences from both textual content and non-textual interaction data for personalized content generation at scale.
Marketing AI Exposure: Applicability Breadth, Substitution Depth, and Job Outcomes
Pairs marketing skills with AI capabilities and analyzes how these relate to hiring and compensation to determine whether AI expands or eliminates marketing jobs and raises or erodes marketers’ pay.
Measuring What Matters in AR Marketing with the Augmented Reality Experience Scale (ARES)
Develops and validates a scale to measure shoppers subjective experience of augmented reality (AR) that can enhance psychological ownership of visualized products and willingness to pay.
Competitive Dynamics of Ranking Manipulations on Large Language Model-Based Search Engines
Develops a game-theoretic model to study the dynamics of generative AI ranking manipulation of search engine results, framing the problem as an Infinitely Repeated Prisoners’ Dilemma where multiple players strategically decide whether to cooperate or attack.