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cover of episode Marketing With Generative AI: Harvard Business School’s Ayelet Israeli

Marketing With Generative AI: Harvard Business School’s Ayelet Israeli

2023/11/7
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Me, Myself, and AI
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Sam Ransbotham
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Ayelet Israeli: 本研究探讨了如何利用生成式AI，特别是GPT模型，来进行市场研究，以更有效地了解消费者偏好。研究发现，通过诱导GPT在不同选项中做出选择，可以反映出人群中对不同偏好的分布，从而了解消费者偏好。此外，GPT还可以进行类似联合分析的研究，量化消费者对产品属性的支付意愿。虽然GPT可以节省时间和成本，但其预训练数据使其偏好可能与当前消费者偏好存在差异，需要结合少量的人类调查数据进行微调。GPT可以捕捉到消费者的一些理性选择，但它无法完全捕捉到非理性选择，例如对品牌的偏好等。可以通过多次向GPT提问，并改变提问中的变量（如性别、年龄等），来了解不同细分人群的偏好差异。GPT学习到的偏好分布可能无法涵盖所有消费者，特别是那些极端消费者。在进行选择题式的提问时，幻觉问题的可能性较低。总的来说，GPT可以作为一种补充工具，丰富市场调研的结果，即使不能完全取代传统方法。它能够提供更广泛的回应和视角，而传统方法往往受限于样本规模和代表性。AI可以更容易地解决算法偏差问题，这比解决人类的偏差问题更容易。 Sam Ransbotham: GPT可以作为一种补充工具，丰富市场调研的结果，即使不能完全取代传统方法。它能够提供更广泛的回应和视角，而传统方法往往受限于样本规模和代表性。 Shervin Khodabandeh: GPT可以作为一种补充工具，丰富市场调研的结果，即使不能完全取代传统方法。它能够提供更广泛的回应和视角，而传统方法往往受限于样本规模和代表性。

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Ayelet Israeli discusses the potential of generative AI in market research, detailing how it can simulate focus groups and surveys to determine customer preferences, reducing time, cost, and complexity.

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As an associate professor at Harvard Business School and cofounder of the Customer Intelligence Lab at the school’s Digital Data Design Institute, Ayelet Israeli’s work is focused on how data and technology can inform marketing strategy, as well as how generative AI can be a useful tool in eliminating algorithmic bias. One of the products of her recent work is a paper) she coauthored with two Microsoft economists and researchers on how generative AI could be used to simulate focus groups and surveys to determine customer preferences.

Ayelet joins Sam and Shervin to discuss the opportunities and limitations of generative AI in market research. She details how the research was conducted and how artificial intelligence technology could help marketers reduce the time, cost, and complexity associated with traditional customer research methods. Read the episode transcript here).

Guest bio:

Ayelet Israeli is the Marvin Bower Associate Professor of Business Administration in Harvard Business School’s Marketing Unit. She is also the cofounder of the school’s Customer Intelligence Lab at the Digital Data Design Institute. Her research focuses on data-driven marketing, with an emphasis on how businesses can leverage their internal data, customer data, and market data to improve outcomes. Her research interests include retail, pricing strategy, channel management, marketing analytics, and algorithmic bias. Israeli has a Ph.D. in marketing from the Kellogg School of Management at Northwestern University.

Me, Myself, and AI is a collaborative podcast from MIT Sloan Management Review and Boston Consulting Group and is hosted by Sam Ransbotham and Shervin Khodabandeh. Our engineer is David Lishansky, and the coordinating producers are Allison Ryder and Sophie Rüdinger.

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