MSI 2024 Summit: Marketing After AI
Save the date for the annual Marketing Science Institute Summit, held at the UCLA Luskin Center, 425 Westwood Plaza, Los Angeles, CA from February 22-23.
Some claim AI is “coming after” marketing and other jobs, but marketing will continue after AI becomes simply how we do our jobs. Join us for MSI’s 2024 Summit to explore the impact of AI on marketing—and the impact of marketing on AI. Your input will shape the Research Priorities that will guide MSI’s research and programing in 2024.
MSI Member Companies: Login to Your Account to Register
Why Attend the Summit
- The 2 day event takes a considered approach to location and use of your time, and is designed to include highest-value activities — networking, research feedback, and presentations – in one highly engaging event.
- As an attendee, you will be joining an exclusive gathering of top brands, marketers, and academic experts. Our speakers and attendees are among the best of the best across industry and academia.
- Like all MSI live events, the Summit is a “sales-free” intimate environment where marketing leaders can share challenges and questions with trusted counterparts across industries.
- Presentation topics have been curated by you – our member companies – to ensure that we are focusing on your most important issues and questions.
- Your input will influence the outcome of new research and solve real business challenges.
- Your team will benefit too – we’ll provide summary content and resources for your team following the Summit.
Who Can Join
The Marketing Science Institute (MSI) bridges leaders in industry and academia to create a unique community that advances the scientific practice of marketing. This pivotal, member-only event brings together the world’s best academic minds to set the agenda and work towards solutions to your biggest marketing challenges. If you’re interested in MSI membership or attending this exclusive event, contact email@example.com to reserve your spot today.
February 22, 2024
7:30 Registration Opens
7:30 – 8:30 Networking Breakfast
8:30 – 8:50 Opening Remarks
8:50 – 9:20 Predictive Incrementality by Experimentation (PIE)
Florian Zettelmeyer, Nancy L. Ertle Professor of Marketing, Northwestern University
Florian Zettelmeyer will discuss Predictive Incrementality by Experimentation—a new approach to ad effectiveness measurement that uses experiments for a subset of ad campaigns to build a model that can predict the causal effect of ad campaigns that were run without experiments. Compared to those using experiments, PIE leads to different decisions for only a small number of campaigns at the upper (6%), mid- (7%) and lower-funnel (13%). PIE can thus allow advertising platforms to extrapolate from a limited number of experiments to scale causal ad measurement.
9:20 – 9:50 Audience Measurement Panel
Moderator Ryan Dew, Assistant Professor of Marketing, University of Pennsylvania
Pete Doe, Chief Research Officer, Nielsen & Michael Vinson, Chief Research Officer, Comscore
The TV industry is transitioning from measurement currency based on random-probability sample panels to a diverse range of solutions incorporating data sets from pay-TV set top boxes, Smart TVs, ad server data and data from streaming services. These new solutions offer both advantages and limitations, with little consensus on how to make big-data measurement “currency grade.”
- Which use cases are uniquely supported by panels, and which might be substituted by other approaches?
- How will panel costs change relative to other input costs?
- What can the TV measurement field learn from developments in other fields?
This discussion will seek to define some form of methodological consensus which is crucial for the measurement industry’s future.
9:50 – 10:05 Networking Break
10:05 – 10:35 MSI’s Marketing Mix Modeling Initiative Progress
Dominique Hanssens, Distinguished Research Professor of Marketing, UCLA & Anjan Haalder, Director, Media Sciences, Comcast
Assessing marketing spend has become increasingly difficult with recent changes in privacy policies and data availability, multidimensional data that can vary in time, markets, granularity, and other characteristics, and an increased diversity in MMM vendor solutions. The Marketing Science Institute will report on Phase 2 of the MSI MMM Initiative, identifying characteristics of successful MMMs, outlining model characteristics on data challenges, experimental data, emerging technologies, and ROAS, and exploring gaps in current practice. An introduction and discussion about how member companies can participate in the Checklist and get more deeply involved in future phases of the MSI MMM Initiative focused on benchmark results and validation will follow.
10:35 – 12:30 Research Priorities Planning Session
The session will commence with a review of the existing MSI Research Priorities and a discussion about changes to the priority-setting process. Subsequently, participants will engage in breakout sessions facilitated by MSI Academic Fellows aimed at identifying and addressing the most pressing priorities and issues of our members.
12:30 – 1:30 Lunch & Networking
1:30 – 2:00 Deep Data Interpretation with AI: A Qualitative Marketing Research Approach
Rob Kozinets, Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication, University of Southern California
Although data analytics have traditionally used large data sets and decontextualizing methods, AI presents the opportunity to delve deeper into much smaller sets of consumer information in order to unpack meaningful insights. This presentation by the academic who pioneered “netnography” examines recent efforts to develop AI-assisted versions, presents examples showing how it works, and considers their implications for future marketing and consumer research.
2:00 – 2:30 Putting a Consumer View in AI
David Schweidel, Professor of Marketing, Emory University
While there is much hand wringing over the threat that AI poses to humanity, such concerns often overlook the important perspective that consumers add to AI. Infusing a human perspective into AI is essential to achieving desired outcomes. Moreover, this human input may be explicitly valued by consumers. In this talk, David Schweidel will discuss both the importance of human input and the value that such input creates in AI generated content.
2:30 – 3:00 Beyond the Buzz: Creating Marketing Value with Generative AI — Insights from a NIM Study of 600 Marketers in the USA, the UK, and Germany
Fabian Buder, PhD, Head of Future & Trends Research & Nina Hesel, Senior Researcher Marketing Insights & Strategy, Nuremburg Institute for Market Decisions
Given the ongoing hype around generative artificial intelligence (AI) and the promises it holds for marketing, a study by the Nuremberg Institute for Market Decisions (NIM) aims to shed light on the reality behind the buzz. The study examines the adoption, use, and perception of generative AI tools among B2C marketers in three key markets: the USA, the UK, and Germany. 600 marketers were surveyed via computer-assisted telephone interviews, covering a wide range of company sizes, marketing roles, and age cohorts. The focus is on assessing the adoption and actual use of generative AI in general and for specific marketing activities as well as the effectiveness of generative AI from the user’s perspective. The study also identifies the challenges associated with implementing AI and the skills and training required, leading to practical implications for the effective use of generative AI.
3:00 – 3:30 Gamification for Stakeholder Engagement
Szu-chi Huang, Associate Professor of Marketing, Stanford University
Gamification can be leveraged to engage a variety of stakeholders, from customers, employees, to investors. In this session, Szu-chi Huang will examine the key elements of gamification from the lens of behavioral science to help you motivate your customers and other stakeholders in pursuing health, financial and career goals.
3:30 – 3:45 Networking Break
3:45 – 4:15 AI at Colgate: Deepening our Connection with Consumers
Helen Wolf, PhD, Senior Global Director, Consumer Experience Insights & Regina Hourigan, Senior Director, H2/H3 Innovation Discovery, Colgate-Palmolive
Colgate-Palmolive products are part of the backdrop of life for billions of consumers around the world; in fact, the Colgate brand is found in more households than any other. To continue to grow, it’s key for C-P to understand people holistically, and our team have been using AI and GenAI to deepen our connection with consumers and better innovate to meet their needs. In this talk we’ll outline C-P’s attitude towards AI, how we focus & prioritize our activity in this space and the types of AI approaches we use to spot and build out opportunities, in a safe & responsible way.
4:15 – 4:45 Does That Car Want to Give Me a Ride? Bio-Inspired Automotive Aesthetic Design
Lan Luo, Professor of Marketing, University of Southern California
Product aesthetic design is pivotal in shaping consumer evaluations, especially in automotive industry where captivating designs often secure a market advantage. We propose a deep-learning-based computational framework to morph bio-inspired features (e.g., sleek body curves of running cheetahs) into aesthetic design of automotives (e.g., sports sedans) in a mid-generational automotive facelift.
4:45 – 5:15 Coca-Cola’s Integration of AI in Marketing and Beyond
Greg Pharo, Global Senior Director, Communications & Marketing Effectiveness, The Coca-Cola Company
Greg Pharo will share examples of how Coca-Cola is pioneering the use of AI in marketing and other applications.
5:15 – 5:30 Presentation of Alden G Clayton Awards
5:30 – 7:30 Evening Reception & Poster Session
This welcome reception will be a chance to meet the other corporate and academic attendees. AGC recipients will present cutting-edge research through poster sessions.
Yunhao Huang, University of California, Berkeley, 2023 AGC Winner – Attribution and Compensation Design in Online Advertising
Rodrigo Dias, Duke University, 2023 Honorable Mention – Consumer Wealth and Price Expectations
Yanyan Li, University of Southern California, 2023 Honorable Mention – Privacy Invasion of Mobile Targeted Advertising and Consumer Learning
Reza Roshangarzadeh, The University of Texas at Dallas, 2023 Honorable Mention – Essays in the Empirical Investigation of Role of Information in Markets
Walter Zhang, The University of Chicago Booth School of Business, 2023 Honorable Mention – Optimal Comprehensible Targeting
Friday, February 23, 2024
7:30 – 8:30 Breakfast
8:30 – 8:50 Welcome Back
8:50 – 9:35 Summary Session
Following the Day 1 Research Priority session, breakout groups will share their identified top priorities. Drawing from these insights, as well as considering the evolving market dynamics and member feedback, we will refine and enhance our priorities for 2024.
9:35 – 10:05 The Impact of Recommendation and Personalization Systems on the Customer Experience
Wendy Moe, Dean’s Professor of Marketing, University of Maryland
According to some estimates, 95 million photos and videos are shared on Instagram every day, and that’s just one platform. Brands, media and the entertainment industry further contribute to the large repository of content available to consumers online. In this context, consumers need recommendation algorithms to help them find content that is most relevant and of interest to them. In this session, Professor Moe will discuss how recommendation and personalization systems can recommend content that satisfies consumer preferences but, at the same time, can also shape the consumer’s experience in unintended ways.
10:05 – 10:20 Networking Break
10:20 – 10:50 Results-Driven and Responsible: Using AI in Marketing within Regulated Industries
Sathish Muthukrishnan, Chief Information, Data and Digital Officer & Dan Soto, Chief Compliance Officer, Ally Financial
Join the conversation with Sathish Muthukrishnan and Dan Soto of Ally Financial as they discuss a results-focused approach to generative AI, reviewing Ally’s strategic journey including marketing use cases. They’ll explore how Ally is cautiously but proactively using AI to assist employees in customer service, content development, data analysis and more. In addition, they will touch on key considerations of using generative AI in highly-regulated industries, including how control partners – compliance, risk management, legal and others – can and should guide teams in their pursuit of human-centric, responsible AI.
10:50 – 11:20 MSI Privacy Regulations Initiative Update
Jean-Pierre Dubé, James M. Kilts Distinguished Service Professor of Marketing, University of Chicago
As part of MSI’s Privacy Regulations Initiative, a December workshop took place in Washington D.C., where the world’s leading academic experts on the economics of privacy regulation convened to speak about the intended and unintended effects of privacy regulations on marketing. Participants discussed research demonstrating how privacy solutions involve tradeoffs, protecting consumers but also increasing business costs that disproportionately hurt smaller firms. This presentation will report on key learnings from the workshop as well as the overall progress of MSI’s Privacy Initiative on how privacy policies impact marketers and consumers.
11:20 – 11:50 Consumers’ Ambivalence Towards AI: A Promise and a Threat
Emmanuel Probst, Global Lead: Brand Growth & Thought-Leadership, Ipsos
Drawing on Ipsos’ extensive consumer research, in this session, attendees will learn:
- How knowledgeable and comfortable consumers are with AI
- What specific aspects of AI feel promising, threatening, or both
- How consumers utilize AI in their interactions with brands today, and how they envision leveraging AI in the near future
11:50 – 12:00 Wrap Up
UCLA Luskin Conference Center
MSI has secured a block of rooms at the UCLA Luskin Conference Center at a discounted rate of $279 per night for a Deluxe King room. To secure a room at the group rate please use this link to book OR call 855-522-8252, ask for reservations, and mention MSI and our code: LG2402ARFA.
Availability and the discount for rooms can only be guaranteed until January 22, 2024, so please make sure to book your accommodations early.
UCLA Luskin Conference Center
425 Westwood Plaza
Los Angeles 90095
- Predictive Incrementality by Experimentation (PIE) – Florian Zettelmeyer, Northwestern University
- Deep Data Interpretation with AI: A Qualitative Marketing Research Approach – Rob Kozinets, University of Southern California
- Putting a Consumer View in AI – David Schweidel, Emory University
- Beyond the Buzz: Creating Marketing Value with Generative AI — Insights from a NIM Study of 600 Marketers in the USA, the UK, and Germany – Fabian Buder & Nina Hesel, Nuremburg Institute for Market Decisions
- Gamification for Stakeholder Engagement – Szu-chi Huang, Stanford University
- AI at Colgate: Deepening our Connection with Consumers – Helen Wolf & Regina Hourigan, Colgate-Palmolive
- Does That Car Want to Give Me a Ride? Bio-Inspired Automotive Aesthetic Design – Lan Luo, University of Southern California
- Coca-Cola’s Integration of AI in Marketing and Beyond – Greg Pharo, The Coca-Cola Company
- The Impact of Recommendation and Personalization Systems on the Customer Experience -Wendy Moe, University of Maryland
- MSI Privacy Regulations Initiative Update – Jean-Pierre Dubé, University of Chicago
- Consumers’ Ambivalence Towards AI: A Promise and a Threat – Emmanuel Probst, Ipsos