January 6, 2026 | 12:00 – 12:30 pm ET

LOLA: LLM-Assisted Online Learning Algorithm for Content Experiments

Speaker: Hema Yoganarasimhan, University of Washington

Modern media firms require automated and efficient methods to identify content that is most engaging and appealing to users. Leveraging a large-scale data set from Upworthy (a news publisher), which includes 17,681 headline A/B tests, we first investigate the ability of three pure–large language model (LLM) approaches to identify the…

January 27, 2026 | 12:00 – 12:30 pm ET

Designing Better AI Chatbots: A Rapid Prototyping Playbook for Marketers

Speaker: Aaron Garvey, University of Tennessee

As generative AI chatbots scale across customer service and marketing, teams must make frequent design decisions about tone, escalation, and behavior, often under tight timelines and with limited ability to test changes safely in live environments.  This session introduces a rapid prototyping approach that helps organizations evaluate and improve customer-facing chatbots before…

February 3, 2026 | 12:00 – 12:30 pm ET

Can AI Stand in for Your Consumers? What Marketers Need to Know Before Using LLMs for Research

Speaker: Dokyun Lee, Boston University

As large language models (LLMs) become faster and cheaper, many marketing and insights teams are testing them as stand-ins for real consumers, promising quicker insights at lower cost. But do these “synthetic consumers” actually behave like humans?  In this webinar, researchers evaluate leading LLMs using a well-established decision task and find a critical disconnect…

February 24, 2026 | 11:00 – 11:30 am ET

Frightful or Fantastic? When Customers and Employees Accept Service Robots

Speaker: Jenny van Doorn, University of Groningen

Labor shortages are accelerating interest in social robots across service industries, from healthcare to hospitality. But success depends less on the technology itself and more on whether customers and employees accept robots as part of the service team. This webinar draws on new research to explain when robots are welcomed…

March 12, 2026 | 12:00 – 01:00 pm ET

From Brand Investment to Business Impact: A New MSI–Adobe Research Initiative on Causal Measurement and Financial Outcomes

Speaker: Shawn Hushman, Chris Barton, and Keith Smith

Join MSI and Adobe for a special information session launching a new joint research initiative on one of marketing’s most persistent and important questions: How does brand marketing drive financial performance?   Despite decades of research, many firms still struggle to draw clear, causal connections between brand investment, brand equity,…