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  • 2025
  • Working Paper

Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs

By: Mengjie Cheng, Elie Ofek and Hema Yoganarasimhan
We study how media firms can use LLMs to generate news content that aligns with multiple objectives—making content more engaging while maintaining a preferred level of polarization/slant consistent with the firm’s editorial policy. Using news articles from The New York... View Details
Keywords: Large Language Models; Content Creation; Media; Polarization; Generative Ai; Direct Preference Optimization; AI and Machine Learning; News; Perspective; Digital Marketing; Policy; Media and Broadcasting Industry
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  • April 2025
  • Teaching Note

Tabby: Winning Customers' Digital Wallets

By: Eva Ascarza
Teaching Note for HBS Case No. 524-056. Tabby, a Saudi-based fintech founded in 2019, rapidly became one of the MENA region’s first unicorns by offering buy-now-pay-later (BNPL) services with a unique twist: instead of charging end consumers, it partnered with... View Details
Keywords: Fintech; Business Startups; Marketing; Entrepreneurship; Growth and Development Strategy; Business Strategy; Business Model; Competitive Strategy; Financial Services Industry; Middle East; Saudi Arabia; United Arab Emirates
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  • April 2025
  • Supplement

Transformative Social Impact: Health Leads (B)

By: V. Kasturi Rangan and Sarah Appleby
Video Supplement to HBS Case No. 517-022 and 517-024. Instructors should consider the timing of making videos available to students, as they may reveal key case details. View Details
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  • April 2025
  • Article

Serving with a Smile on Airbnb: Analyzing the Economic Returns and Behavioral Underpinnings of the Host’s Smile

By: Shunyuan Zhang, Elizabeth Friedman, Kannan Srinivasan, Ravi Dhar and Xupin Zhang
Non-informational cues, such as facial expressions, can significantly influence judgments and interpersonal impressions. While past research has explored how smiling affects business outcomes in offline or in-store contexts, relatively less is known about how smiling... View Details
Keywords: Sharing Economy; Airbnb; Image Feature Extraction; Machine Learning; Facial Expressions; Prejudice and Bias; Nonverbal Communication; E-commerce; Consumer Behavior; Perception
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  • March 27, 2025
  • Article

How One Company Used AI to Broaden Its Customer Base

By: Sunil Gupta and Frank V. Cespedes
The software company SAP successfully leveraged AI tools to begin selling to the small and medium enterprises (SMEs) market, which had previously been uneconomical for its in-person sales approach. By mapping the customer journey and deploying over 40 AI tools, SAP... View Details
Keywords: AI and Machine Learning; Sales; Business Strategy; Market Entry and Exit
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  • March 2025
  • Case

YouTube: Bidding for NFL Sunday Ticket

By: Anita Elberse and Crystal Yao
In December 2022, Erin Teague, a senior director and the global head of sports, movies and shows at YouTube, technology giant Alphabet Inc.’s video- sharing platform, received the news that Sundar Pichai, the chief executive officer of Alphabet and its subsidiary... View Details
Keywords: General Management; Entertainment; Media; Sports; Marketing; Management; Business Strategy; Bids and Bidding; Sports Industry; Entertainment and Recreation Industry
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  • March 2025
  • Supplement

Dynamic Pricing at Wendy's: Where's the Beef? Spreadsheet Supplement

By: Elie Ofek
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  • March 2025
  • Supplement

Intuition Robotics: An AI Companion for Older Adults (B)

By: Amit Goldenberg, Elie Ofek and Orna Dan
Two years after Intuition Robotics opted to pursue a business-to-government contract with the New York State Office of the Aging, and put direct-to-consumer efforts on the back burner, it was at a crossroads. The partnership had been successful, and the company had... View Details
Keywords: Business Model; AI and Machine Learning; Resource Allocation; Business and Government Relations; Partners and Partnerships; Business Strategy; Health Industry; Technology Industry; New York (state, US); United States
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  • March 2025
  • Teaching Note

Unintended Consequences of Algorithmic Personalization

By: Ayelet Israeli and Eva Ascarza
Teaching Note for HBS Case No. 524-052. View Details
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  • March 2025
  • Article

Is Personal Identity Intransitive?

By: J. De Freitas and L. J. Rips
There has been a call for a potentially revolutionary change to our existing understanding of the psychological concept of personal identity. Apparently, people can psychologically represent people, including themselves, as multiple individuals at the same time. Here... View Details
Keywords: Identity; Judgments
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  • 2025
  • Working Paper

New Product Diffusion Within Retailers: The Effect of Managerial Quality on Rollout

By: Tomomichi Amano and Jorge Tamayo
Retailers are key intermediaries through which consumers encounter innovation in the form of new products. How are these products rolled out within retailers? We observe significant variation in the availability of new products across stores in a large retail chain in... View Details
Keywords: Managerial Quality; Firm Performance; Diffusion Of Innovation; New Product Rollout; Retailing; Distribution Channels; Product Launch; Management Skills; Retail Industry; Colombia
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  • February 2025
  • Teaching Note

Barbie: Reviving a Cultural Icon at Mattel

By: Elie Ofek and Sarah Mehta
Teaching Note for HBS Case Nos. 525-006 and 525-020. View Details
Keywords: Brand Management; Marketing Strategy; Entertainment Marketing; Intellectual Property; Consumer Preferences; Toy Industry; Culture And Marketing; Societal Marketing; Brand Purpose; Diversity And Inclusion; Turnaround Strategies
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  • February 2025
  • Teaching Note

Dynamic Pricing at Wendy's: Where’s the Beef?

By: Elie Ofek
Teaching Note for HBS Case 525-010. View Details
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  • February 2025
  • Case

RedBird Capital Partners

By: Anita Elberse and David Moreno Vicente
In July 2024, Gerry Cardinale, the founder and managing partner of RedBird Capital Partners (‘RedBird’) has helped orchestrate a high-profile deal in the world of entertainment: one in which Skydance Media (‘Skydance’), a content production studio led by David Ellison... View Details
Keywords: Film; Television; Superstars; General Management; Investing; Mergers and Acquisitions; Private Equity; Asset Management; Entertainment; Media; Sports; Business or Company Management; Investment; Marketing; Strategy; Financial Services Industry; Sports Industry; Entertainment and Recreation Industry
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  • February 2025
  • Teaching Note

The Pokémon Company: Evolving into an Everlasting Brand

By: Tomomichi Amano
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  • 2025
  • Working Paper

Dynamic Personalization with Multiple Customer Signals: Multi-Response State Representation in Reinforcement Learning

By: Liangzong Ma, Ta-Wei Huang, Eva Ascarza and Ayelet Israeli
Reinforcement learning (RL) offers potential for optimizing sequences of customer interactions by modeling the relationships between customer states, company actions, and long-term value. However, its practical implementation often faces significant challenges.... View Details
Keywords: Dynamic Policy; Deep Reinforcement Learning; Representation Learning; Dynamic Difficulty Adjustment; Latent Variable Models; Customer Relationship Management; Customer Value and Value Chain; Foreign Direct Investment; Analytics and Data Science
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  • February 2025
  • Teaching Note

Intuition Robotics: An AI Companion for Older Adults

By: Amit Goldenberg and Elie Ofek
Teaching Note for HBS Case No. 925-018. View Details
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  • February 2025
  • Article

Disclosure, Humanizing, and Contextual Vulnerability of Generative AI Chatbots

By: Julian De Freitas and I. Glenn Cohen
In the wake of recent advancements in generative AI, regulatory bodies are trying to keep pace. One key decision is whether to require app makers to disclose the use of generative AI-powered chatbots in their products. We suggest that some generative AI-based chatbots... View Details
Keywords: AI and Machine Learning; Governing Rules, Regulations, and Reforms; Applications and Software; Well-being
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  • January 2025
  • Case

Intuition Robotics: An AI Companion for Older Adults

By: Amit Goldenberg, Elie Ofek and Orna Dan
Intuition Robotics, a startup that makes an AI companion robot to alleviate older adults’ loneliness, debates whether to pursue a B2C model or B2G route. If it opts for the government vertical, it must determine how to negotiate a favorable deal. Two weeks after... View Details
Keywords: Business Model; Business Startups; AI and Machine Learning; Technology Adoption; Product Launch; Market Entry and Exit; Negotiation Offer; Business and Government Relations; Health Industry; Technology Industry; United States; New York (state, US)
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  • Working Paper

AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance

By: Yannick Exner, Jochen Hartmann, Oded Netzer and Shunyuan Zhang
Generative AI’s recent advancements in creating content have offered vast potential to transform the advertising industry. This research investigates the impact of generative AI-enabled visual ad creation on real-world advertising effectiveness. For this purpose, we... View Details
Keywords: Digital Marketing; AI and Machine Learning; Advertising; Consumer Behavior; Advertising Industry
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