Artificial Intelligence has emerged as a game-changer in marketing, revolutionizing every facet of the discipline. New technologies have radically changed how consumers search for information, evaluate products and services, make purchase decisions, and share their experiences with others. This talk introduces a novel framework that may help various stakeholders to better understand the impact of current and future AI advancements from a consumer-firm perspective. The discussion also includes several examples of how advances in machine learning allow marketing researchers to investigate how emphasizing nonmaterial and material ESG factors may affect firm value, uncover industry leaders and laggards in racial diversity in advertising, and examine its impact on consumer purchase intentions.
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Yakov Bart is an associate professor of marketing, a Thomas E. Moore Faculty Fellow, and a Patrick F. and Helen C. Walsh Research Professor at D’Amore-McKim School of Business. He holds a doctorate and a Master of Science in Business Administration from the University of California at Berkeley, a Scientiae Magister in Operations Research from MIT, and a diploma in mathematics from Moscow State University. Before joining Northeastern University, Yakov was a marketing professor at INSEAD and visiting faculty at the Wharton School of the University of Pennsylvania.
Yakov has experience doing research, teaching, and consulting work throughout North America, Europe, and Asia. He received funding for his research examining marketing implications of new digital technologies and business models through multiple research awards and grants. It was also presented at numerous academic conferences across the globe and published in leading marketing and management journals, including Marketing Science, Journal of Marketing Research, Journal of Marketing, Management Science, and Harvard Business Review. He won awards for the Best Paper published in Decision Analysis in 2014 and the Journal of Interactive Marketing in 2016.