Inaugural Hands-on Workshop on Using AI for Academic Research
Co-hosted by the AI SIG and Tech SIG, this workshop will help early-career marketing scholars build practical skills for using AI in conducting academic research. It is part of a recurring skill-building series on AI and technology that aims to equip the next generation of scholars with new capabilities and foster exchange among them.
Specifically, the workshop centers on learning by doing. Participants will design and develop multistep workflows that connect AI models, tools, and human judgment to accomplish essential tasks in conducting marketing research. Along the way, they will learn how to:
• Translate a research need into workflows and sub-workflows
• Determine where automation is useful and build in appropriate human oversight
• Evaluate the resulting outputs for reliability and reproducibility
To ensure the workshop is productive for attendees, participants will be expected to complete some light pre-reading (e.g., journal articles) and a few tasks (e.g., software installation) before the workshop.