News Releases

The common belief throughout the marketing and advertising world is that generative AI can produce striking visuals, but it struggles to match the performance and brand discipline of skilled human designers. New research published in the INFORMS journal Marketing Science challenges that assumption, finding that a carefully designed AI system can outperform visuals created by humans, and it can outperform designs created by another AI model that was optimized solely on the basis of aesthetics.

The study, “Leveraging Generative AI to Create Visual Content in Digital Advertising,” was authored by Remi Daviet of INSEAD and Yohei Nishimura of the Wisconsin School of Business at the University of Wisconsin–Madison. They used active-learning engine as part of a live campaign to solve the problems of finding high-performing AI images while making sure to keep them on-brand and effective.

What can a pizza shop teach us about the dramatic shifts taking place in consumer marketing? Quite a lot, actually. New research that focused on pizza delivery has found that consumer impatience is now driving so much consumer decision-making that even location, price, and quality can take a back seat. While this study focused on pizza delivery, the study’s findings have ramifications for all business-to-consumer firms.

Emergency departments across the country face a common challenge: how to reduce long wait times without adding more beds, hiring more staff or expanding facilities. New research suggests one answer may be hiding in plain sight—making better decisions about where patients receive care.

As retailers increasingly embrace artificial intelligence (AI), robotics and autonomous vehicles, a new retail model is beginning to emerge: mobile stores that drive directly to customers instead of waiting for customers to come to them.

New research published in the INFORMS journal Manufacturing & Service Operations Management finds that retailers operating fleets of mobile “stores on wheels” can outperform traditional fixed-location stores by continuously relocating to areas of highest demand while simultaneously learning where future demand is likely to occur.

Dropping standardized testing requirements may make admission to college more accessible for some, but it can also make it harder for universities to identify high-potential students, according to new research published in the INFORMS journal Management Science.

Local newspapers have long played a quiet but powerful role in corporate accountability: they scrutinize company behavior and give public visibility to good corporate citizenship. But as local newspapers continue to disappear, that accountability system weakens, and companies change how they approach corporate social responsibility (CSR).

A machine learning program that identified patients overdue for colorectal cancer screening helped increase screening rates and was associated with significantly lower mortality, according to new research published in the INFORMS journal Manufacturing & Service Operations Management.

Consumers increasingly rely on online reviews to decide where to eat, but can those reviews replace traditional health inspections? New research published in the INFORMS journal Marketing Science suggests the answer is both “yes” and “no.”

Conventional wisdom says the best predictions are the ones that minimize mistakes. New research suggests that is not necessarily how people see it. 

A study found that when people make or evaluate predictions, they care more about the possibility of being exactly right than about reducing the size of potential errors. In many cases, people prefer predictions that increase the chance of a perfect outcome, even if doing so creates a greater risk of larger mistakes. 

Conventional wisdom suggests that counterfeit luxury goods are primarily purchased by consumers who cannot afford authentic products.

New research published in the INFORMS journal Marketing Science challenges that assumption, finding that both lower- and higher-income consumers are significantly more likely to purchase counterfeit goods than middle-income consumers.