What is the GenAI Lab at the Professorship of Digital Marketing?
Generative AI marks a tectonic shift, not only for digital marketing. Both academics and practitioners are only at the beginning of understanding the far-reaching implications of GenAI. The Lab is our umbrella to unify all our GenAI initiatives, be it our teaching or research, which we dedicate exclusively to better understanding the implications of GenAI on academia, business, and society.
GenAI Lab Seminar Series
We frequently invite thought-leading scholars to our GenAI Lab Seminar Series who present their work on generative AI. The seminars are a continuation of a seminar series that Jochen Hartmann organized as part of the DFG-funded research unit FOR 1452. Previous speakers (among others) included Shunyuan Zhang (Harvard Business School), Dokyun Lee (Boston University), Francisco Villarroel Ordenes (LUISS Guido Carli University), Alex Burnap (Yale School of Management), and Ryan Dew (Wharton School of the University of Pennsylvania).
Upcoming GenAI Lab seminar talks:
- May 22, 2025: tbd & tbd
- June 26, 2025: tbd & tbd
- July 10, 2025:
- Hortense Fong (Columbia Business School)
Past GenAI Lab seminar talks:
- February 21, 2025: Venky Shankar (SMU)
- Shankar, V., Generative AI, Creativity, and Market Outcomes: Human-generated vs AI-generated Artworks. More information to come
- January 24, 2025: Tong Wang (Yale) & Natalie Carlson (Wharton)
- Wang, T., Sudhir, K., & Hong, D., Using Advanced LLMs to Enhance Smaller LLMs: An Interpretable Knowledge Distillation Approach (2024). Available at SSRN
- Carlson, N., Burbano, V., The Use of LLMs to Annotate Data in Management Research: Warnings, Guidelines, and an Application to Organizational Communication (July 09, 2024). The Wharton School Research Paper, Available at SSRN
- December 12, 2024: Matteo Tranchero (Wharton) & Joon Sung Park (Stanford)
- Tranchero, M., Brenninkmeijer, C. F., Murugan, A., & Nagaraj, A., Theorizing with large language models (2024). National Bureau of Economic Research. Available here
- "Generative Agent Simulations of Human Behavior" including Park, J. S., Zou, C. Q., Shaw, A., Hill, B. M., Cai, C., Morris, M. R., Willer, R., Liang, P., & Bernstein, M. S. Generative agent simulations of 1,000 people (2024) Available at arXiv and Park, J. S., O’Brien, J. C., Cai, C. J., Morris, M. R., Liang, P., & Bernstein, M. S. Generative agents: Interactive simulacra of human behavior (2023). Available at arXiv
- November 14, 2024: Madhav Kumar (MIT) & Anouk Bergner (TUM)
- Kumar, M., Kapoor, A., Generative AI and Personalized Video Advertisements (June 09, 2024). Available at SSRN
- Bergner, A., Winder, P., Hildebrand, C., Virtual Counsellors: GenAI’s Role in Extending Mental Health Support (2024)
- July 18, 2024: Rhonda Hadi (University of Oxford) & David Finken (ETH Zurich)
- Hadi, R., Documenting Consumer Responses to Synthetic Humans in Advertising (2024)
- Finken, D., Scheurer, T., Brandes, L., & Hofstetter, R., The AR-Display Bias: Why Augmented Reality Increases Preferences More for Inferior Than for Superior Products (July 18, 2024). Available at SSRN
- May 3, 2024: Léonard Boussioux (University of Washington) & Melanie Clegg (WU Vienna)
- Boussioux, L., N Lane, J., Zhang, M., Jacimovic, V., & Lakhani, K. R., Generative AI and Creative Problem Solving (August 8, 2023). Available at SSRN
- Clegg, M., Bravin, M., Fuchs, C., Hofstetter ,R., Schamp, C., Blohm, I., Creating With AI: How Idea Dissimilarity Influences Idea Selection in Co-Creation with Generative AI (2024)
- January 26, 2024: Ankit Sisodia (Purdue University) & Luca Cascio Rizzo (Luiss Guido Carli University)
- Sisodia, A., Burnap, A., & Kumar, V., Generative Interpretable Visual Design: Using Disentanglement for Visual Conjoint Analysis (October 15, 2023). Available at SSRN
- Cascio Rizzo, L., Berger, J., & Villarroel Ordenes, F., What Drives Virtual Influencer's Impact? (January 19, 2023). Available at SSRN
If you are interested in joining an upcoming talk of the GenAI Lab Seminar Series, please send an email to: contact.dm@mgt.tum.de
Teaching
Winter term 2024/25
| Course no. | Title |
|---|---|
| MGT001406S | Advanced Seminar Marketing, Strategy, Leadership & Management (MGT001406, English): Generative KI in Marketing (Limited places) |
| MGT001383S | Generatives Marketing (MGT001383, English) |
| MGT001384S | Marketing Mobility (MGT001384, German) |
Summer term 2025
Research
See below a list of our key publications and conference visits within the space of GenAI:
Publications & Working Papers
Exner, Y., Hartmann, J., Netzer, O. & Zhang, S. (2025). AI in disguise - How AI-generated ads' visual cues shape consumer perception and performance. Available at SSRN 5096969; Link
Hartmann, J., Exner, Y., & Domdey, S. (2024). The power of generative marketing: Can generative AI create superhuman visual marketing content?. International Journal of Research in Marketing, Forthcoming; Link
Krugmann, J. O., & Hartmann, J. (2024). Sentiment Analysis in the Age of Generative AI. Customer Needs and Solutions, 11(1), 1-19; Link
Feuerriegel, S., Hartmann, J., Janiesch, C., & Zschech, P. (2023). Generative AI. Business & Information Systems Engineering.66. 1-16; Link
Hartmann, J., Schwenzow, J., & Witte, M. (2023). The political ideology of conversational AI: Converging evidence on ChatGPT’s pro-environmental, left-libertarian orientation. arXiv Preprint arXiv:2301. 01768; Link
- Featured in The Boston Globe, WirtschaftsWoche, Bayerischer Rundfunk, Absatzwirtschaft, Aftenposten
For all publications of team members from the Professorship of Digital Marketing, see "Publications"
Workshop on Generative AI in Marketing and Management 2024
The interdisciplinary workshop on Generative AI in Marketing and Management 2024 at TUM Campus Heilbronn aimed to establish a thought-leading platform at the intersection of marketing, management, and technology. This event is particularly timely, given the growing significance of Generative AI for businesses, academia, and society, which was recently underscored by the visit of OpenAI’s CEO, Sam Altman, to TUM. Marketing research is positioned as one of the central engines driving the adoption and innovative application of Generative AI in business practices.
Conference Presentations
| Nov 2024 | Yannick Exner, Amelie Huber, Leonard Kinzinger, Maximilian Konrad, Jan Ole Krugmann, Benedikt Roder | Predictive and Generative AI in Marketing NOVA School of Business and Economics, Lissabon |
| July 2024 | Yannick Exner | ISMS Marketing Science Conference (MKSC) The University of New South Wales, Sydney |
| June 2024 | Yannick Exner, Maximilian Konrad, Jan Ole Krugmann | Conference of The European Marketing Academy (EMAC) University of Economic Studies, Bucharest |
| Okt 2023 | Yannick Exner, Maximilian Konrad, Jan Ole Krugmann | Computer Vision, Natural Language Processing and Behavioral Insights in Marketing NOVA School of Business and Economics, Lissabon |
| Sept 2023 | Yannick Exner | Business & Generative AI Workshop The Wharton School, San Francisco |
| Sept 2023 | Maximilian Konrad | Marketing Dynamics Conference (MDC) Northeastern University, Boston |