The GPMC Research Seminar will discuss a paper by Prof. Ricardo Limongi this week, titled “Next-Gen Marketing Insights: Human-AI Collaboration in Analytics.” The talk will take place this Thursday (06/20) from 9 AM to 10 AM via Zoom.
Next is a summary of the research: Hybrid intelligence, integrating human and AI capabilities, enhances marketing analytics by combining human creativity with AI’s data processing. This collaboration improves customer experience, personalization, campaign management, and ethical data practices. By leveraging human intuition and AI’s computational power, hybrid intelligence offers superior insights, optimized decisions, and enhanced marketing strategies. Future research should explore the evolving roles of marketers, ethical implications, consumer perceptions, and the balance of creativity and AI-driven content.
Limongi holds a PhD in Business Administration with a focus on Marketing Strategies from EAESP/FGV, with a doctoral internship at Cornell University under the supervision of Vithala Rao. He completed a postdoctoral fellowship in Behavioral Economics applied to Marketing at UnB and another in Machine Learning applied to Marketing at UFRGS. He is an Associate Professor III at the Federal University of Goiás (UFG).
Meeting Link: https://mit.zoom.us/j/92825888029
