Base your AI marketing decisions on the latest scientific research from the world's best business schools.
We curate the best research on genAI in marketing and summarize the key findings and actionable takeaways.
Who is this for?
Marketers wanting to improve the quality of your work, you'll learn how AI can help you:
Write better copy
Design better ads
Convert more sales
Improve SEO
Perform faster and cheaper market research
Generate more creative ideas
What's Inside
A structured guide, organized into 9 sections, plus a monthly newsletter summarizing the latest research.
Introduction
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Sales and Persuasion
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- How can AI boost e-commerce sales?
- How can AI assistance for ad copy improve clickthrough rates?
- How can AI persuade consumers to change their attitudes and choices?
- How can AI change consumers' product choices without detection?
- Is AI as persuasive as humans, on average?
- How much can AI assistants boost telemarketers' sales performance?
- How can AI improve A/B tests?
- Can AI change people's opinions on controversial policy issues?
- Can AI persuade people to reduce their belief in conspiracy theories?
Ideation and Creativity
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- How does using AI impact individuals' creativity and the diversity of ideas?
- How can AI be used to boost creativity while retaining idea diversity?
- How effective is AI at screening new ideas for quality?
- Does using LLMs boost creativity more than using web search?
- Can LLMs outperform most humans at creative idea generation?
Synthetic Data
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- How can marketers use LLM-based “digital twins” of real consumers to run quick, reliable market research?
- How closely do LLM-generated brand perceptions map on to human-generated brand perceptions?
- How closely does LLM-generated data approximate human responses for WTP and price-attribute tradeoffs?
- How can you run valid A/B tests with LLMs as participants instead of human consumers?
- Can LLMs capture human preferences for time-money tradeoffs?
AI for Customer Service
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- How do AI assistants affect customer service agents' productivity and customer satisfaction?
- How does the use of AI for customer service impact customer satisfaction?
- How do voice- vs. text-based chatbots affect customers' product choice and satisfaction?
- When do voice- vs. text-based chatbots lead to greater customer satisfaction?
- What design choices boost the effectiveness of voice-based chatbots?
Visual Design
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Consumer Perceptions of AI
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- What factors increase consumer acceptance of AI in different domains? (meta-analysis)
- How does consumer acceptance of AI recommendations differ by product attributes?
- How can you increase consumers' willingness to follow advice from a robot?
- How does consumers' knowledge about AI impact their receptivity to AI?
- How are people who use AI perceived?
- How does disclosing the use of AI impact trust?
- How do consumers react to good vs. bad news delivered by AI vs. humans?
Search
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Productivity
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Ethics and Social Good
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About the Author
Dr. Noah Castelo is the Ronald K. Banister Chair in Business and an Associate Professor of Marketing at the University of Alberta, where his work focuses on AI in marketing and consumer behavior.
His research appears in Harvard Business Review, Marketing Science, Journal of Marketing Research, and other leading outlets, on topics including the use of AI for market research, customer service, and product recommendations.
He holds a PhD in marketing from Columbia Business School.
