Ivy Exec Partner Event: The Impact of Generative Artificial Intelligence in Online Learning Platforms

The rapid growth of generative artificial intelligence (AI) technologies, such as ChatGPT, has led to both excitement and skepticism among academics and industry. In this webinar, Unnati Narang, Assistant Professor, and John M. Jones Fellow of Marketing and the RC Evans Data Analytics Scholar at Gies College of Business, University of Illinois Urbana-Champaign, will discuss how these technologies impact user-generated content (UGC) creation and engagement in online learning platforms. Using empirical evidence from ongoing field experiments, she will demonstrate the dual impact of AI; while encouraging the use of AI results in higher content creation, it results in 5-16% less engagement (i.e., fewer views and comments) relative to not using AI. She will also share the results of practical, low-cost strategy managers can use to mitigate the negative effects on engagement.

About Presenters:

Unnati Narang is Assistant Professor and John M. Jones Fellow of Marketing and the RC Evans Data Analytics Scholar at Gies College of Business, University of Illinois Urbana-Champaign. Her research lies at the intersection of mobile marketing, consumer mobility, and engagement in digital environments. Her research examines how consumers’ use of mobile apps affects their behaviors in online and offline retail stores. In addition to mobile apps, she also studies user engagement in online learning platforms.

She was awarded the 2022 AMA SIG Retail and Pricing, Emerging Scholar, and Best Doctoral Student Awards, the 2019 Mathew Joseph Emerging Scholar Award, the 2019 PDMA Emerging Scholar Award, the 2019 Mays Business School Outstanding Doctoral Student Award for Research, and the 2018 Shankar-Spiegel Best Dissertation Proposal Award and was the finalist for the EMAC-AiMark Doctoral Dissertation Award 2021.