AI in Business
How AI is rewriting the marketer’s playbook, according to a wide-ranging literature review
A literature review of more than 200 publications maps how AI is being woven into marketing, from programmatic advertising to churn prediction, and where adoption still stalls.
Can GPT-4 pick stocks? A new AI framework reports market-beating returns on the S&P 100
Researchers built an AI framework around GPT-4 that reads news, earnings reports, and macro data to pick stocks. On the S&P 100, it beat the index by 10 to 30 percentage points over 15 months.
When two heads aren’t better than one: What research reveals about human-AI teamwork in marketing
A meta-analysis of 132 experiments finds that adding AI to marketing workflows reliably improves human performance, but human-AI teams rarely outperform capable AI systems working alone.