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).

Past GenAI Lab seminar talks:

  • 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: https://ssrn.com/abstract=4151019
    • Cascio Rizzo, L., Berger, J., & Villarroel Ordenes, F., What Drives Virtual Influencer's Impact? (January 19, 2023). Available at SSRN: https://ssrn.com/abstract=4329150 
  • 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 (2023). Available at SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4533642 
    • 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)

Upcoming GenAI Lab seminar talks:

  • July 18, 2024: Rhonda Hadi (University of Oxford) & tbd
    • tbd
    • tbd

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



Publications & Working Papers

Krugmann, J. O., & Hartmann, J. (2024). Sentiment Analysis in the Age of Generative AI. Customer Needs and Solutions11(1), 1-19; Link

Hartmann, J., Exner, Y., & Domdey, S. (2023). The power of generative marketing: Can generative AI reach human-level visual marketing content?. Available at SSRN 4597899; 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"



Conference Presentations

Okt 2023 Maximilian Konrad, Yannick Exner, 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