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Explore Groundbreaking AI Research By Goizueta Faculty Experts

Welcome to the forefront of innovation at Goizueta, where our distinguished faculty are pioneering research in Artificial Intelligence (AI) that is shaping the future of business. Our commitment to excellence and innovation drives us to explore the most pressing challenges and opportunities in AI, delivering insights and solutions that have a real-world impact.
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How do financial executives respond to the use of artificial intelligence in financial reporting and auditing?

Review of Accounting Studies

Financial reporting quality can benefit from companies and auditors using artificial intelligence (AI) in complex and subjective financial reporting areas. However, benefits will only accrue if managers incorporate AI-based information into their financial reporting decisions, which the popular press and academic literature suggest is uncertain. We use a multi-method approach to examine how financial executives view and respond to AI. In a survey, respondents describe various uses of AI at their companies, spanning from simple to complex functions. While managers are not averse to the use of AI by their companies or their auditors, they appear to be uncertain about how auditors’ use of AI will directly benefit their companies. In an experiment that manipulates whether a company and/or its auditor use AI, managers whose companies use AI record larger audit adjustments for a complex accounting estimate when the …
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Author(s) Cassandra Estep, Emily E Griffith, Nikki L MacKenzie
Date 2024
Topic audit analytics, ai in financial reporting, decision support systems

Biometrics, Privacy, and Authentication

Biometrics and Neuroscience Research in Business and Management: Advances and Applications

Biometric data hold the potential to untold benefits for people from personalized medicine to the rapid deployment of medical care. In addition to health-oriented applications, there are uses of biometric data to support business operations such as the use of biometric data to improve the efficiency of marketing. While the benefits may be more readily apparent, what are the potential downsides to the collection and use of biometric data? In this chapter, we discuss the opportunities that exist for using biometric data as well as the risks associated with its collection. Drawing on lessons from business’ monetization of consumer data, we draw parallels between the unintended consequences of permitting unchecked data collection to support business operations and the opportunistic collection of biometric data.
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Author(s) David Schweidel
Date 2024
Topic biometric data analysis, personalized medicine, data monetization

TM-OKC: AN UNSUPERVISED TOPIC MODEL FOR TEXT IN ONLINE KNOWLEDGE COMMUNITIES.

MIS Quarterly

Online knowledge communities (OKCs), such as question-and-answer sites, have become increasingly popular venues for knowledge sharing. Accordingly, it is necessary for researchers and practitioners to develop effective and efficient text analysis tools to understand the massive amount of user-generated content (UGC) on OKCs. Unsupervised topic modeling has been widely adopted to extract humaninterpretable latent topics embedded in texts. These identified topics can be further used in subsequent analysis and managerial practices. However, existing generic topic models that assume documents are independent are inappropriate for analyzing OKCs where structural relationships exist between questions and answers. Thus, a new method is needed to fill this research gap. In this study, we propose a new topic model specifically designed for the text in OKCs. We make three primary contributions to the …
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Author(s) Dongcheng Zhang, Kunpeng Zhang, Yi Yang, David A Schweidel
Date 2024
Topic unsupervised topic modeling, text analysis, Natural Language Processing

Moving Beyond ChatGPT: Applying Large Language Models in Marketing Contexts

NIM Marketing Intelligence Review

ChatGPT to the public, people were amazed by what large language models (LLMs)–the type of generative AI behind the chat-like surface–were able to produce. Even if LLMs might seem like sentient machines, they should more appropriately be viewed as “stochastic parrots” or eager-to-please interns. But despite their apparent prowess, LLMs are not trained for a particular context. Should the text attract new customers? Engage current customers? Will it be used for direct mail or a blog post? The intended use of the text will ultimately dictate what makes for successful content. If we could filter previously developed content and use only that which has been deployed successfully for a particular task, we could try to recreate the formula for success. This is not wishful thinking, but rather offers an accessible approach to tailoring LLMs for marketing applications that we have successfully demonstrated in the search engine marketing process.
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Author(s) David A Schweidel, Martin Reisenbichler, Thomas Reutterer
Date 2024
Topic Large Language Models, Generative AI, content filtering

The creator economy: An introduction and a call for scholarly research

Bloggers, streamers, artists, celebrities, musicians and service providers are just a few examples of creators who aim to monetize their talent by generating and posting digital content. Aided by technological platforms and AI tools, they form a complex and dynamic ecosystem of economic activity, estimated to be worth over $100 billion dollars, and growing rapidly. In this editorial we explore the creator economy from a marketing perspective, addressing questions such as: How can creators optimize their content, establish their brand, build their content composition, and expand their audience? How do platforms create the right mix of creators and curate their content? What challenges and opportunities are presented for traditional firms?We define the basic terminology and identify key stakeholders. We propose research questions related to creators, consumers, firms, and platforms, and discuss the implications for …
Author(s) Renana Peres, Martin Schreier, David A Schweidel, Alina Sorescu
Date 2024
Topic content optimization, audience analysis, platform curation

Frontiers in Operations: Valuing Nursing Productivity in Emergency Departments

Manufacturing & Service Operations Management

Problem definition: We quantify the increase in productivity in emergency departments (EDs) from increasing nurse staff. We then estimate the associated revenue gains for the hospital and the associated welfare gains for society. The United States is over a decade into the worst nursing shortage crisis in history fueled by chronic underinvestment. To demonstrate to hospital managers and policymakers the benefits of investing in nursing, we clarify the positive downstream effects of doing so in the ED setting. Methodology/results: We use a high-resolution data set of patient visits to the ED of a major U.S. academic hospital. Time-dependent hazard estimation methods (nonparametric and parametric) are used to study how the real-time service speed of a patient varies with the state of the ED, including the time-varying workloads of the assigned nurse. A counterfactual simulation is used to estimate the gains from …
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Author(s) Hao Ding, Sokol Tushe, Diwas Singh KC, Donald KK Lee
Date 2024
Topic time-dependent hazard estimation, nonparametric methods, parametric methods

Boosted generalized normal distributions: Integrating machine learning with operations knowledge

arXiv (preprint)

Applications of machine learning (ML) techniques to operational settings often face two challenges: i) ML methods mostly provide point predictions whereas many operational problems require distributional information; and ii) They typically do not incorporate the extensive body of knowledge in the operations literature, particularly the theoretical and empirical findings that characterize specific distributions. We introduce a novel and rigorous methodology, the Boosted Generalized Normal Distribution (GND), to address these challenges. The Generalized Normal Distribution (GND) encompasses a wide range of parametric distributions commonly encountered in operations, and GND leverages gradient boosting with tree learners to flexibly estimate the parameters of the GND as functions of covariates. We establish GND's statistical consistency, thereby extending this key property to special cases studied in the ML literature that lacked such guarantees. Using data from a large academic emergency department in the United States, we show that the distributional forecasting of patient wait and service times can be meaningfully improved by leveraging findings from the healthcare operations literature. Specifically, GND performs 6% and 9% better than the distribution-agnostic ML benchmark used to forecast wait and service times respectively. Further analysis suggests that these improvements translate into a 9% increase in patient satisfaction and a 4% reduction in mortality for myocardial infarction patients. Our work underscores the importance of integrating ML with operations knowledge to enhance distributional forecasts.
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Author(s) Ragip Gurlek, Francis de Vericourt, Donald KK Lee
Date 2024
Topic boosted generalized normal distribution, distributional forecasting, gradient boosting

Realtime, multimodal invasive ventilation risk monitoring using language models and BoXHED

arXiv (preprint)

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Author(s) Arash Pakbin, Aaron Su, Donald KK Lee, Bobak J Mortazavi
Date 2024
Topic Natural Language Processing, Computer Vision, Reinforcement Learning

Modeling the evolution of customer balances

SSRN (preprint)

Customer balances are critical drivers of customer lifetime value in numerous industries such as banking, asset management, brokerage, and financial technology. However, no prior research focuses on accurately projecting the evolution of individual-level customer balances. We propose the first model specifically suited to this task, addressing the unique empirical challenges associated with balance-driven businesses. Our model leverages the empirical regularity that non-zero customer balances are remarkably similar to that of a log-Laplace distribution, implying greater efficiency and goodness-of-fit by incorporating this parametric knowledge. The proposed parametric machine learning model does this by modeling customer balances with a log-Laplace distribution, allowing the parameters of the Laplace distribution to vary flexibly as a function of customer covariates. Using data from a major US bank, we demonstrate that our approach outperforms both purely parametric and non-parametric alternatives. Furthermore, the model offers valuable insights for marketers, such as identifying which customer segments to prioritize for acquisition. For example, we find that younger and older customers tend to generate higher revenues, and customers without credit history are more valuable than those with low credit scores. The proposed approach provides a robust, portable foundation for improving customer acquisition and retention strategies in balance-driven industries.
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Author(s) Ragip Gürlek, Daniel McCarthy, Stephen Samaha, Rex Du, Donald KK Lee
Date 2024
Topic parametric modeling, customer segmentation, predictive analytics

Frontiers in Operations: Valuing Nursing Productivity in Emergency Departments

Manufacturing & Service Operations Management

Problem definition: We quantify the increase in productivity in emergency departments (EDs) from increasing nurse staff. We then estimate the associated revenue gains for the hospital and the associated welfare gains for society. The United States is over a decade into the worst nursing shortage crisis in history fueled by chronic underinvestment. To demonstrate to hospital managers and policymakers the benefits of investing in nursing, we clarify the positive downstream effects of doing so in the ED setting. Methodology/results: We use a high-resolution data set of patient visits to the ED of a major U.S. academic hospital. Time-dependent hazard estimation methods (nonparametric and parametric) are used to study how the real-time service speed of a patient varies with the state of the ED, including the time-varying workloads of the assigned nurse. A counterfactual simulation is used to estimate the gains from …
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Author(s) Hao Ding, Sokol Tushe, Diwas Singh KC, Donald KK Lee
Date 2024
Topic time-dependent hazard estimation, counterfactual simulation, nonparametric methods

Diversity in Frontline Employee Perceptions: Policies and Procedures, Training, and Leadership as Drivers of Service Equality

Production and Operations Management

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Author(s) Eve D Rosenzweig, Ken Kelley, Elliot Bendoly
Date 2024
Topic Natural Language Processing, Computer Vision, Reinforcement Learning

Humans’ Use of AI-Assistance: The Effect of Loss Aversion on Willingness to Delegate Decisions

We conduct an experiment that has subjects classify images. Subjects are presented an image and must then select the set of image keywords that best represent the image. Subjects are presented 20 images for practice and 40 for monetary compensation. We randomly assign participants to either monetary incentives framed as an opportunity for gain or monetary incentives framed as an opportunity for loss. Participants are given the option to delegate the image classification to a human expert or an AI if they do not want to make the selection on their own. In this study, we measure participants delegation decisions as well as their situational awareness.
Author(s) Joseph Buckman, Jesse Bockstedt
Date 2024
Topic image classification, human-ai interaction, decision-making

Preferential Latent Space Models for Networks with Textual Edges

arXiv (preprint)

Many real-world networks contain rich textual information in the edges, such as email networks where an edge between two nodes is an email exchange. Other examples include co-author networks and social media networks. The useful textual information carried in the edges is often discarded in most network analyses, resulting in an incomplete view of the relationships between nodes. In this work, we propose to represent the text document between each pair of nodes as a vector counting the appearances of keywords extracted from the corpus, and introduce a new and flexible preferential latent space network model that can offer direct insights on how contents of the textual exchanges modulate the relationships between nodes. We establish identifiability conditions for the proposed model and tackle model estimation with a computationally efficient projected gradient descent algorithm. We further derive the non-asymptotic error bound of the estimator from each step of the algorithm. The efficacy of our proposed method is demonstrated through simulations and an analysis of the Enron email network.
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Author(s) Maoyu Zhang, Biao Cai, Dong Li, Xiaoyue Niu, Jingfei Zhang
Date 2024
Topic keyword extraction, latent space modeling, network analysis

Fast community detection in dynamic and heterogeneous networks

Journal of Computational and Graphical Statistics

Dynamic heterogeneous networks describe the temporal evolution of interactions among nodes and edges of different types. While there is a rich literature on finding communities in dynamic networks, the application of these methods to dynamic heterogeneous networks can be inappropriate, due to the involvement of different types of nodes and edges and the need to treat them differently. In this article, we propose a statistical framework for detecting common communities in dynamic and heterogeneous networks. Under this framework, we develop a fast community detection method called DHNet that can efficiently estimate the community label as well as the number of communities. An attractive feature of DHNet is that it does not require the number of communities to be known a priori, a common assumption in community detection methods. While DHNet does not require any parametric assumptions on the …
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Author(s) Maoyu Zhang, Jingfei Zhang, Wenlin Dai
Date 2024
Topic community detection, dynamic networks, heterogeneous networks

On difference-based gradient estimation in nonparametric regression

Statistical Analysis and Data Mining: The ASA Data Science Journal

We propose a framework to directly estimate the gradient in multivariate nonparametric regression models that bypasses fitting the regression function. Specifically, we construct the estimator as a linear combination of adjacent observations with the coefficients from a vector?valued difference sequence, so it is more flexible than existing methods. Under the equidistant designs, closed?form solutions of the optimal sequences are derived by minimizing the estimation variance, with the estimation bias well controlled. We derive the theoretical properties of the estimators and show that they achieve the optimal convergence rate. Further, we propose a data?driven tuning parameter?selection criterion for practical implementation. The effectiveness of our estimators is validated via simulation studies and a real data application.
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Author(s) Maoyu Zhang, Wenlin Dai
Date 2024
Topic nonparametric regression, gradient estimation, estimation variance

Fast robust location and scatter estimation: a depth-based method

Technometrics

The minimum covariance determinant (MCD) estimator is ubiquitous in multivariate analysis, the critical step of which is to select a subset of a given size with the lowest sample covariance determinant. The concentration step (C-step) is a common tool for subset-seeking; however, it becomes computationally demanding for high-dimensional data. To alleviate the challenge, we propose a depth-based algorithm, termed as FDB, which replaces the optimal subset with the trimmed region induced by statistical depth. We show that the depth-based region is consistent with the MCD-based subset under a specific class of depth notions, for instance, the projection depth. With the two suggested depths, the FDB estimator is not only computationally more efficient but also reaches the same level of robustness as the MCD estimator. Extensive simulation studies are conducted to assess the empirical performance of our …
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Author(s) Maoyu Zhang, Yan Song, Wenlin Dai
Date 2024
Topic minimum covariance determinant, multivariate analysis, statistical depth

Learning Brain Connectivity in Social Cognition with Dynamic Network Regression

The Annals of Applied Statistics

The supplementary materials provide the extended models with time-varying covariates and low-rank covariate effects, the simulation results of parameter tuning, the sensitivity analysis under model misspecifications, the computational cost of DNetReg, and additional results from real data analysis.
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Author(s) Maoyu Zhang, Biao Cai, Wenlin Dai, Dehan Kong, Hongyu Zhao, Jingfei Zhang
Date 2024
Topic time-varying covariates, low-rank covariate effects, parameter tuning

From Clicks to Returns: Website Browsing and Product Returns

SSRN (preprint)

Online retailers are challenged by frequent product returns, which approach a staggering annual value of nearly $1 trillion in the US alone (The New Yorker 2023). While existing research focused on managing returns using a purchase/return framework, we explore how prepurchase customer activities on retailers’ websites can improve product return management. We demonstrate that such information provides important insights and can inform retailer’s return management strategies. Using data from a large European apparel retailer, we propose and estimate a joint model of customer search, purchase, and returns. The model-free evidence and our empirically-based customer-journey model consistently show how specific customer browsing patterns are linked to product returns. More specifically, we find that purchasing the last clicked product, browsing fewer products, using filters, and browsing a more focused variety of products are linked to a lower return probability. Using our model, we show how strategic adjustments of product visibility on the website can improve retailers’ overall performance.
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Author(s) Marat Ibragimov, Siham El Kihal, John R Hauser
Date 2024
Topic joint modeling, customer journey analysis, predictive analytics

The Spillover Effect of Fraudulent Reviews on Product Recommendations

Management Science

As the prevalence of user-generated reviews has been growing, the pervasiveness of fraudulent reviews has been increasing as well. In an effort to alleviate the consequences of fraudulent reviews, platforms have been using machine-learning algorithms for fraudulent review detection. However, the current business practice of simply removing fraudulent reviews might not be sufficient, as even their temporary presence might forge spillover effects propagating through other shopping tools. In particular, we examine and discover the persistence of long-lasting significant adverse impact of fraudulent reviews through their propagation to recommender systems, even long after successfully detecting and removing all fraud incidents. We conduct additional analyses further examining the intensity and evolution of the spillover effect over time across different dimensions, such as the cost of the fraudulent activity, the …
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Author(s) Panagiotis Adamopoulos
Date 2024
Topic fraudulent review detection, recommender systems, spillover effects

Consumer Social Connectedness and Persuasiveness of Collaborative-Filtering Recommender Systems: Evidence From an Online-to-Offline Recommendation App

Production and Operations Management

Consumers often rely on their social connections or social technologies, such as (automated) system-generated recommender systems, to navigate the proliferation of diverse products and services offered in online and offline markets and cope with the corresponding choice overload. In this study, we investigate the relationship between the consumers’ social connectedness and the economic impact of recommender systems. Specifically, we examine whether the social connectedness levels of consumers moderate the effectiveness of online recommendations toward increasing product demand levels. We study this novel research question using a combination of datasets and a demand-estimation model. Interestingly, the empirical results show a positive moderating effect of social connectedness on the demand effect of online-to-offline …
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Author(s) Panagiotis Adamopoulos, Vilma Todri
Date 2024
Topic recommender systems, demand estimation, social network analysis

The Impact of Generative AI on Advertising Effectiveness

The advent of generative artificial intelligence (genAI) is reshaping industries, including advertising, where its ability to generate ads is gaining traction. However, debates persist regarding whether GenAI can outperform human experts, and if so, to what extent and in which tasks it excels. Through secondary data analysis and lab experiments, this study investigates the effectiveness of genAI in ad creation and modification compared to human experts. Our findings suggest that while generative AI-“modified” ads do not outperform human experts ads, generative AI-“created” ads do. We argue that this indicates the proficiency of visual generative AI in creation tasks but its limitations in modification tasks. Additionally, AI can enhance product package design, demonstrating its effectiveness in creation and ideation tasks. The study contributes empirical evidence on AI’s impact on advertising and sheds light on its role across different task levels.
Author(s) Hyesoo Lee, Panagiotis Adamopoulos, Vilma Georgia Todri, Anindya Ghose
Date 2024
Topic Generative AI adversarial networks, visual generative ai, ad creation

The Impact of Generative Artificial Intelligence on Higher Education: Disruption or Seamless Integration?

SSRN (preprint)

As higher education stands at the crossroads of tradition and technological innovation, generative artificial intelligence (AI) presents unprecedented opportunities and challenges. This research seeks to unravel the complexities of generative AI's impact, exploring whether its integration into higher education disrupts traditional modes of teaching or enhances educational practices and outcomes. In this research, I explore student performances from learning from four courses that mix the role of AI and human instructors for content generation and delivery modes. I found that students achieved an average of 5.7% more points on quizzes after attending a purely human-generated and delivered course compared to students who attended a purely AI-generated and delivered course. Furthermore, students who attended a hybrid human-generated and AI-delivered course gained, on average, 4.3 additional points compared to a pure human-generated and delivered course. Finally, students who attended the hybrid AI-generated and human-delivered course received, on average, 2.7 fewer points when compared to a purely AI-generated and delivered course. Thus, human-generated content is superior to AI-generated content for higher education, whereas AI-generated delivery (voice and avatar) can enhance students' learning. I further discuss the opportunities and implications of generative AI in higher education.
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Author(s) Rajiv Garg
Date 2024
Topic Generative AI ai, educational technology, hybrid learning

Segmenting Bitcoin Transactions for Price Movement Prediction

Journal of Risk and Financial Management

Cryptocurrencies like Bitcoin have received substantial attention from financial exchanges. Unfortunately, arbitrage-based financial market price prediction models are ineffective for cryptocurrencies. In this paper, we utilize standard machine learning models and publicly available transaction data in blocks to predict the direction of Bitcoin price movement. We illustrate our methodology using data we merged from the Bitcoin blockchain and various online sources. This gave us the Bitcoin transaction history (block IDs, block timestamps, transaction IDs, senders’ addresses, receivers’ addresses, transaction amounts), as well as the market exchange price, for the period from 13 September 2011 to 5 May 2017. We show that segmenting publicly available transactions based on investor typology helps achieve higher prediction accuracy compared to the existing Bitcoin price movement prediction models in the literature. This transaction segmentation highlights the role of investor types in impacting financial markets. Managerially, the segmentation of financial transactions helps us understand the role of financial and cryptocurrency market participants in asset price movements. These findings provide further implications for risk management, financial regulation, and investment strategies in this new era of digital currencies.
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Author(s) Yuxin Zhang, Rajiv Garg, Linda L Golden, Patrick L Brockett, Ajit Sharma
Date 2024
Topic price prediction, transaction segmentation, investor typology

What Does ChatGPT Make of Historical Stock Returns? Extrapolation and Miscalibration in LLM Stock Return Forecasts

arXiv (preprint)

We examine how large language models (LLMs) interpret historical stock returns and compare their forecasts with estimates from a crowd-sourced platform for ranking stocks. While stock returns exhibit short-term reversals, LLM forecasts over-extrapolate, placing excessive weight on recent performance similar to humans. LLM forecasts appear optimistic relative to historical and future realized returns. When prompted for 80% confidence interval predictions, LLM responses are better calibrated than survey evidence but are pessimistic about outliers, leading to skewed forecast distributions. The findings suggest LLMs manifest common behavioral biases when forecasting expected returns but are better at gauging risks than humans.
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Author(s) Shuaiyu Chen, T Clifton Green, Huseyin Gulen, Dexin Zhou
Date 2024
Topic Large Language Models, forecasting, behavioral biases

Alternative Data in Active Asset Management

Alternative data are data gathered from nontraditional sources beyond company filings and analyst research. Alternative data are crucial in investing, offering unique insights and competitive advantages. The demand for alternative data has skyrocketed in the past two decades, due to the regulatory changes and the growing importance of intangible assets such as intellectual property. Alternative data cover various sources, including firm-released information, government-released information, information about investor attention and trading, and third-party information. However, alternative data landscape is constantly evolving due to alpha decay, technological advancements, regulatory changes, and market efficiency. These challenges require investors to continuously adapt their strategies, discover new data sources, and develop sophisticated analysis techniques to maintain an edge in an increasingly data-driven financial world.
Author(s) T Clifton Green, Shaojun Zhang
Date 2024
Topic alternative data analysis, data sourcing techniques, investment strategy optimization