International Journal of Research in Marketing,
Journal Year:
2024,
Volume and Issue:
41(3), P. 489 - 495
Published: July 2, 2024
Generative
AI
(GenAI)
holds
the
potential
to
revolutionise
marketing
education
by
enhancing
learning
experience
and
addressing
long-standing
pedagogical
challenges.
This
paper
explores
transformative
impact
of
GenAI,
focusing
on
three
primary
dimensions:
cost
efficiency
&
scalability,
personalisation
accessibility,
creativity
innovation.
However,
despite
these
substantial
benefits,
GenAI
also
presents
important
risks
I
therefore
underscore
need
for
strategic
responsible
implementation,
recommending
several
approaches
such
as
foundational
literacy,
human
oversight,
alignment
with
objectives
bespoke
frameworks
harness
GenAI's
full
while
mitigating
associated
risks.
Finally,
emphasise
that
discussion
should
evolve
from
whether
we
use
when
how
it.
SSRN Electronic Journal,
Journal Year:
2023,
Volume and Issue:
unknown
Published: Jan. 1, 2023
The
public
release
of
Large
Language
Models
(LLMs)
has
sparked
tremendous
interest
in
how
humans
will
use
Artificial
Intelligence
(AI)
to
accomplish
a
variety
tasks.
In
our
study
conducted
with
Boston
Consulting
Group,
global
management
consulting
firm,
we
examine
the
performance
implications
AI
on
realistic,
complex,
and
knowledge-intensive
pre-registered
experiment
involved
758
consultants
comprising
about
7%
individual
contributor-level
at
company.
After
establishing
baseline
similar
task,
subjects
were
randomly
assigned
one
three
conditions:
no
access,
GPT-4
or
access
prompt
engineering
overview.
We
suggest
that
capabilities
create
"jagged
technological
frontier"
where
some
tasks
are
easily
done
by
AI,
while
others,
though
seemingly
difficulty
level,
outside
current
capability
AI.
For
each
set
18
realistic
within
frontier
capabilities,
using
significantly
more
productive
(they
completed
12.2%
average,
task
25.1%
quickly),
produced
higher
quality
results
(more
than
40%
compared
control
group).
Consultants
across
skills
distribution
benefited
from
having
augmentation,
those
below
average
threshold
increasing
43%
above
17%
their
own
scores.
selected
be
frontier,
however,
19
percentage
points
less
likely
produce
correct
solutions
without
Further,
analysis
shows
emergence
two
distinctive
patterns
successful
along
spectrum
human-AI
integration.
One
acted
as
"Centaurs,"
like
mythical
halfhorse/half-human
creature,
dividing
delegating
solution-creation
activities
themselves.
Another
"Cyborgs,"
completely
integrating
flow
continually
interacting
technology.
Scalable
and
low-cost
AI
assistance
has
the
potential
to
improve
firm
decision-making
economic
performance.
However,
running
a
business
involves
myriad
of
open-ended
problems,
making
it
difficult
know
whether
recent
advances
can
help
owners
make
better
decisions
in
real-world
markets.
In
field
experiment
with
Kenyan
entrepreneurs,
we
assessed
impact
advice
on
small
revenues
profits
by
randomizing
access
GPT-4-powered
assistant
via
WhatsApp.
While
are
unable
reject
null
hypothesis
that
there
is
no
average
treatment
effect,
find
effect
for
entrepreneurs
who
were
high
performing
at
baseline
be
0.27
standard
deviations
greater
than
low
performers.
Sub-sample
analyses
show
performers
benefited
just
over
15%
from
assistant,
whereas
did
about
8%
worse.
This
increase
performance
inequality
does
not
stem
differences
questions
posed
or
received
AI,
but
how
selected
implemented
they
received.
More
broadly,
our
findings
demonstrate
generative
already
capable
impacting—though
uneven
unexpected
ways—real,
open-ended,
unstructured
decisions.
Proceedings of the National Academy of Sciences,
Journal Year:
2024,
Volume and Issue:
121(9)
Published: Feb. 22, 2024
We
administer
a
Turing
test
to
AI
chatbots.
examine
how
chatbots
behave
in
suite
of
classic
behavioral
games
that
are
designed
elicit
characteristics
such
as
trust,
fairness,
risk-aversion,
cooperation,
etc.,
well
they
respond
traditional
Big-5
psychological
survey
measures
personality
traits.
ChatGPT-4
exhibits
and
traits
statistically
indistinguishable
from
random
human
tens
thousands
subjects
more
than
50
countries.
Chatbots
also
modify
their
behavior
based
on
previous
experience
contexts
“as
if”
were
learning
the
interactions
change
response
different
framings
same
strategic
situation.
Their
behaviors
often
distinct
average
modal
behaviors,
which
case
tend
altruistic
cooperative
end
distribution.
estimate
act
if
maximizing
an
own
partner’s
payoffs.
Journal of Economic Literature,
Journal Year:
2023,
Volume and Issue:
61(4), P. 1281 - 1317
Published: Dec. 1, 2023
Generative
artificial
intelligence
(AI)
has
the
potential
to
revolutionize
research.
I
analyze
how
large
language
models
(LLMs)
such
as
ChatGPT
can
assist
economists
by
describing
dozens
of
use
cases
in
six
areas:
ideation
and
feedback,
writing,
background
research,
data
analysis,
coding,
mathematical
derivations.
provide
general
instructions
demonstrate
specific
examples
take
advantage
each
these,
classifying
LLM
capabilities
from
experimental
highly
useful.
argue
that
reap
significant
productivity
gains
taking
generative
AI
automate
micro-tasks.
Moreover,
these
will
grow
performance
systems
continues
improve.
also
speculate
on
longer-term
implications
AI-powered
cognitive
automation
for
economic
The
online
resources
associated
with
this
paper
explain
get
started
regular
updates
latest
economics.
(JEL
A11,
C45,
D83,
I23,
O33)
Science Advances,
Journal Year:
2024,
Volume and Issue:
10(28)
Published: July 12, 2024
Creativity
is
core
to
being
human.
Generative
artificial
intelligence
(AI)—including
powerful
large
language
models
(LLMs)—holds
promise
for
humans
be
more
creative
by
offering
new
ideas,
or
less
anchoring
on
generative
AI
ideas.
We
study
the
causal
impact
of
ideas
production
short
stories
in
an
online
experiment
where
some
writers
obtained
story
from
LLM.
find
that
access
causes
evaluated
as
creative,
better
written,
and
enjoyable,
especially
among
writers.
However,
AI–enabled
are
similar
each
other
than
alone.
These
results
point
increase
individual
creativity
at
risk
losing
collective
novelty.
This
dynamic
resembles
a
social
dilemma:
With
AI,
individually
off,
but
collectively
narrower
scope
novel
content
produced.
Our
have
implications
researchers,
policy-makers,
practitioners
interested
bolstering
creativity.
SSRN Electronic Journal,
Journal Year:
2023,
Volume and Issue:
unknown
Published: Jan. 1, 2023
Creativity
is
core
to
the
human
experience.
The
advent
of
generative
artificial
intelligence
(GenAI)
holds
promise
for
humans
be
more
creative
by
offering
new
ideas
and
paths
possibilities.
However,
provided
GenAI
may
also
anchor
a
creator,
resulting
in
less
output.
Here,
we
study
first
time
causal
impact
on
production
output,
focusing
creation
short
stories.
In
an
online
experimental
study,
some
writers
are
offered
opportunity
obtain
story
from
platform.
We
find
that
access
causes
increase
writer's
creativity
8%
9%
over
stories
written
with
no
assistance,
as
assessed
third
party
evaluators.
Stories
considered
better
enjoyable,
improvements
up
22%
26%
among
writers.
Despite
positive
subjective
evaluations,
analysis
using
embeddings
texts
demonstrates
similar
each
other—and
initial
idea—than
alone.
Consequently,
produced
assistance
viewed
reflecting
author's
own
ideas.
Our
experiment
designed
inference
rather
than
personalized
writing
experience,
suggesting
further
development
able
push
boundaries
further.
results
have
direct
implications
researchers,
policy-makers
practitioners
interested
bolstering
all
sectors
economy.
The
growing
availability
of
generative
AI
technologies
such
as
large
language
models
(LLMs)
has
significant
implications
for
creative
work.
This
paper
explores
twofold
aspects
integrating
LLMs
into
the
process
–
divergence
stage
idea
generation,
and
convergence
evaluation
selection
ideas.
We
devised
a
collaborative
group-AI
Brainwriting
ideation
framework,
which
incorporated
an
LLM
enhancement
group
process,
evaluated
generation
resulted
solution
space.
To
assess
potential
using
in
we
design
engine
compared
it
to
ratings
assigned
by
three
expert
six
novice
evaluators.
Our
findings
suggest
that
could
enhance
both
its
outcome.
also
provide
evidence
can
support
evaluation.
conclude
discussing
HCI
education
practice.
Frontiers in Medicine,
Journal Year:
2025,
Volume and Issue:
11
Published: Jan. 10, 2025
Generative
artificial
intelligence
(GenAI)
is
rapidly
transforming
various
sectors,
including
healthcare
and
education.
This
paper
explores
the
potential
opportunities
risks
of
GenAI
in
graduate
medical
education
(GME).
We
review
existing
literature
provide
commentary
on
how
could
impact
GME,
five
key
areas
opportunity:
electronic
health
record
(EHR)
workload
reduction,
clinical
simulation,
individualized
education,
research
analytics
support,
decision
support.
then
discuss
significant
risks,
inaccuracy
overreliance
AI-generated
content,
challenges
to
authenticity
academic
integrity,
biases
AI
outputs,
privacy
concerns.
As
technology
matures,
it
will
likely
come
have
an
important
role
future
but
its
integration
should
be
guided
by
a
thorough
understanding
both
benefits
limitations.
SSRN Electronic Journal,
Journal Year:
2023,
Volume and Issue:
unknown
Published: Jan. 1, 2023
This
study
investigates
the
capability
of
generative
artificial
intelligence
(AI)
in
creating
innovative
business
solutions
compared
to
human
crowdsourcing
methods.
We
initiated
a
challenge
focused
on
sustainable,
circular
economy
opportunities.
The
attracted
diverse
range
solvers
from
myriad
countries
and
industries.
Simultaneously,
we
employed
GPT-4
generate
AI
using
three
different
prompt
levels,
each
calibrated
simulate
distinct
crowd
expert
personas.
145
evaluators
assessed
randomized
selection
10
out
234
solutions,
total
1,885
evaluator-solution
pairs.
Results
showed
comparable
quality
between
AI-generated
solutions.
However,
ideas
were
perceived
as
more
novel,
whereas
delivered
better
environmental
financial
value.
use
natural
language
processing
techniques
rich
solution
text
show
that
although
cover
similar
industries
application,
exhibit
greater
semantic
diversity.
connection
diversity
novelty
is
stronger
suggesting
differences
how
created
by
humans
or
detected
evaluators.
illuminates
potential
limitations
both
solve
complex
organizational
problems
sets
groundwork
for
possible
integrative
human-AI
approach
problem-solving.