Publications

August 2018 (Revised October 2020)
Case

Tailor Brands: Artificial Intelligence-Driven Branding

By: Jill Avery

Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their brand identities by automatically generating logos in just minutes at minimal cost with no branding or design skills... View Details

December 2021
Case

Slice Labs: Creating a Fraud-free Online Insurance Platform

By: Amit Goldenberg, Max Bazerman and Ruth Page

"Slice Labs: Creating a Fraud-Free Online Insurance Platform" engages students with the challenge of how to influence other parties to not engage in fraud in the context of digital insurance. The case is centered around Slice, a digital insurance company that was... View Details

March 7, 2024
Article

Integrating Digital Tools into Every Stage of Your Sales Strategy

By: Frank V. Cespedes and Georg Krentzel

In their growth and customer-acquisition activities, most companies now face twin challenges: understanding and responding to omni-channel buying behavior and doing that without inadvertently decreasing sales productivity. Thirty years ago, Peter Drucker noted that... View Details

Keywords: Sales Management; Digital Tools; Sales; Marketing Channels; Technology Adoption; Brands and Branding

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30 Mar 2023
Blog Post

Breaking Barriers and Building Community: Get to Know the HBS Women’s Student Association (WSA)

personally. Our mission is to connect, empower, and celebrate the next generation of women leaders. We feel it's our responsibility to ensure the women in our campus community have the resources and allies they need to thrive, both as HBS... View Details

May 2022 (Revised July 2022)
Case

The Voice War Continues: Hey Google vs. Alexa vs. Siri in 2022

By: David B. Yoffie and Daniel Fisher

In 2022, after five years of pursuing a new "AI-first" strategy, Google had captured a sizeable share of the American and global markets for voice assistants. Google Assistant was used by hundreds of millions of users around the world, but Amazon retained the largest... View Details

Keywords: Strategy; Artificial Intelligence; Deep Learning; Voice Assistants; Smart Home; Market Share; Globalized Markets and Industries; Competitive Strategy; Digital Platforms; AI and Machine Learning; Technology Industry; United States

Web

HBS Working Knowledge – Harvard Business School Faculty Research

in ChatGPT’s Second Year by Rachel Layne 09 JAN 2024 | In Practice Companies across industries rushed to adopt ChatGPT last year, seeing its potential to streamline tasks formerly handled by people and vendors at much higher cost. As View Details

Research Summary

Overview

By: Iavor I. Bojinov

Over the last decade, technology companies like Amazon, Google, and Netflix have pioneered data-driven research and development processes centered on massive experimentation. However, as companies increase the breadth and scale of their experiments to millions of... View Details

March 2024 (Revised May 2024)
Case

Amperity: First-Party Data at a Crossroads

By: Elie Ofek, Hema Yoganarasimhan and Alexis Lefort

In the summer of 2023, Amperity management was facing a critical decision on its future direction. Given the dramatic changes occurring within the digital advertising ecosystem, as concerns over consumer privacy placed limits on the ability to engage in third-party... View Details

Keywords: AI and Machine Learning; Technology Adoption; Business Strategy; Digital Marketing; Price; Product; Business or Company Management; Advertising Industry

Research Summary

Overview

Over the last decade, technology companies like Amazon, Google, and Netflix have pioneered data-driven research and development processes centered on massive experimentation. However, as companies increase the breadth and scale of their experiments to millions of... View Details

Web

Publications - Faculty & Research

Language Model ; AI and Machine Learning ; Creativity ; Innovation Strategy Citation Read Now Purchase Related De Freitas, Julian, G. Nave, and Stefano Puntoni. "Ideation with Generative AI—In Consumer... View Details

Web

Live from Klarman Hall - Alumni

Fusi General Manager Microsoft Research Sham Kakade Co-Director Harvard University Kempner Institute Armen Mkrtchyan Origination Partner Flagship AI and Marketing Join Sir Martin Sorrell and Associate... View Details

Web

Faculty & Research

of LLMs in ideation for consumer research, offering numerous practical strategies for integrating generative AI into research while emphasizing human-AI collaboration to achieve radical insights. Citation... View Details

Program

Driving Corporate Performance

are using powerful performance measurement and management control systems to confront some of today's biggest challenges and opportunities, such as improving employee motivation, using AI and data analytics effectively, and reporting on... View Details

Web

Hiring Organizations

Partners AllWin Alpaca Real Estate Alphabroder Alpine Investors Alterra Capital Partners Altitude AI Altos Ventures Alumni Ventures Amazon Amazon Web Services - AWS Ambit Partners American Express American Industrial Partners Amex... View Details

21 Aug 2023
Book

You’re More Than Your Job: 3 Tips for a Healthier Work-Life Balance

to be nimble. “For example, if you’re a white-collar, professional-services company, generative AI is knocking at the doorstep of your business model right now,” Wallace says. “If you can only keep people in... View Details

Keywords: by Kara Baskin

2023
Working Paper

Black-box Training Data Identification in GANs via Detector Networks

By: Lukman Olagoke, Salil Vadhan and Seth Neel

Since their inception Generative Adversarial Networks (GANs) have been popular generative models across images, audio, video, and tabular data. In this paper we study whether given access to a trained GAN, as well as fresh samples from the underlying distribution, if... View Details

Keywords: Cybersecurity; Copyright; AI and Machine Learning; Analytics and Data Science

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Program

Strategic Marketing for Driving Growth

Summary Strategic agility and an unyielding focus on growth are essential for the success of any organization, especially when new technologies such as generative AI are profoundly changing how businesses... View Details

October 2024
Technical Note

Prompt Engineering

By: Michael Parzen and Jo Ellery

This note covers the basics of prompt engineering, a key tool for making use of modern generative AI. We discuss the principles of prompt engineering and illustrate these principles with techniques for asking questions. We further list the types of prompts that can be... View Details

Keywords: Large Language Model; AI and Machine Learning