The study examined the differential impact of humanlike versus avatar-like across functional and prosocial advertising contexts.

Generative AI is transforming market research

Are we making better or worse decisions? How quickly are we deciding, and are we fact-checking less as we trust AI more?

AI is increasingly being used in market research. But can it actually simulate real people in surveys?

How does the communication style of a digital sales assistant impact consumer decision making?

How do replacement and complementary recommendations influence the purchase of products?

The study examines the effect of retail media in interactions with digital sales assistants on purchasing decisions.

This study empirically investigates the effects of GenAI-based shopping assistants on consumers in online shops.

This study investigates the influence of GenAI on consumers' information search and retrieval processes in purchase decisions.

What is the reality behind the hype? How is generative AI actually being used in marketing and what are the implications for marketers?

Brands often select human-like virtual characters because they are believed to foster a stronger bond of trust with consumers.

This research aims to shed light on consumer preferences for interacting with digital sales assistants in physical retail settings.

How are online visibility and the perception of brand purpose related?

What does the ideal digital shopping companion look like from the consumers' perspective?

How can recommendation systems be designed with social robots in a way that they are perceived as useful by customers?

This projects studies how interactions with a social robot, designed to emulate human shopping assistants, impact consumer decisions.

This project explores how product presentation such as filters, sorting, and sponsored content impact shopper's choices.

The potential of AI for more efficient and effective business decisions seems huge. While many operational marketing tasks are already automated, the challenging question arises how humans and intelligent machines may collaborate to improve their marketing decision-making on a strategic level.

Artificial intelligence and intelligent algorithms are increasingly able to assist or even take over tasks from human decision makers.

Nowadays, offers like price qoutes or settlement offers are quite often made by an algorithm rather than a human. But do humans perceive ...

The impact of robo-advisors' anthropomorphism and attention cues on consumer trust and investment decisions.

The aim of our research project is to analyze the influence of the tone of artificial voices on consumer decisions.

To enable recording of visual brand contacts across media boundaries, René Schallner and Dr. Carolin Kaiser are developing ...

Virtual reality enables a high degree of experimental control over product representations and shelf design. Augmented reality opens up new ways of supporting purchasing decisions. We are investigating these possibilities in a collaborative project with the Karlsruhe Institute of Technology.