Guiding Marketers Through AI: Satornino’s Research Featured in HBR

Cinthia Satornino, associate professor of marketing, and her co-authors were recently featured on Harvard Business Review's hbr.org for their work on generative artificial intelligence in marketing. 

The article, based on a publication in the Journal of the Academy of Marketing Science, offers guidance to managers on how to prepare before implementing generative AI solutions. It also provides a strategic framework to help evaluate the trade-offs involved in using these tools. 

Read the full article here.