INFORMS Releases

As companies race to integrate artificial intelligence into the workplace, new research suggests workers benefit most when AI is paired with experience rather than treated as a replacement for it.

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.