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Show Results For
- All HBS Web
(759)
- News (222)
- Research (372)
- Events (12)
- Multimedia (8)
- Faculty Publications (293)
- July–August 2025
- Article
Don’t Let an AI Failure Harm Your Brand
How companies market their AI systems affects the repercussions they face when their products fail. Marketers must promote their AI products with potential failure in mind. To do that, they must first understand consumers’ unique attitudes toward AI. Marketers who... View Details
Keywords: AI and Machine Learning; Brands and Branding; Product Marketing; Consumer Behavior; Attitudes
De Freitas, Julian. "Don’t Let an AI Failure Harm Your Brand." Harvard Business Review 103, no. 4 (July–August 2025): 126–133.
- October 2024 (Revised February 2025)
- Case
AI and Brand Management: Promises and Perils
By: Julian De Freitas and Elie Ofek
As AI gains traction across industries, companies anticipate that AI will revolutionize both backend processes and customer-facing interactions—with brands eager to leverage AI for tailored marketing materials and automated consumer engagements. Yet, despite a dramatic... View Details
Keywords: AI and Machine Learning; Brands and Branding; Reputation; Technology Adoption; Competitive Advantage
De Freitas, Julian, and Elie Ofek. "AI and Brand Management: Promises and Perils." Harvard Business School Case 525-021, October 2024. (Revised February 2025.)
- 2024
- Working Paper
The Uneven Impact of Generative AI on Entrepreneurial Performance
By: Nicholas G. Otis, Rowan Clarke, Solène Delecourt, David Holtz and Rembrand Koning
Scalable and low-cost AI assistance has the potential to improve firm decision-making and economic performance. However, running a business involves a myriad of open-ended problems, making it difficult to know whether recent AI advances can help business owners make... View Details
Keywords: AI and Machine Learning; Performance Improvement; Small Business; Decision Choices and Conditions; Kenya
Otis, Nicholas G., Rowan Clarke, Solène Delecourt, David Holtz, and Rembrand Koning. "The Uneven Impact of Generative AI on Entrepreneurial Performance." Harvard Business School Working Paper, No. 24-042, December 2023.
- 22 Apr 2019
- HBS Seminar
Francesca Rossi, AI Ethics Global Leader, IBM
- 18–19 Nov 2022
- HBS Alumni Events
D^3 Catalyst: Building AI Companies
The Building AI Companies D^3 Catalyst Program is focused on the opportunities and challenges created by the digital transformation of our economy, and the emergence of digital networks and artificial intelligence (AI) as a foundation of the modern organization - both... View Details
- September–October 2024
- Article
How AI Can Power Brand Management
By: Julian De Freitas and Elie Ofek
Marketers have begun experimenting with AI to improve their brand-management efforts. But unlike other marketing tasks, brand management involves more than just repeatedly executing one specialized function. Long considered the exclusive domain of creative talent, it... View Details
Keywords: Creativity; AI and Machine Learning; Brands and Branding; Product Positioning; Customer Focus and Relationships
De Freitas, Julian, and Elie Ofek. "How AI Can Power Brand Management." Harvard Business Review 102, no. 5 (September–October 2024): 108–114.
- 01 Mar 2023
- News
Is AI OK?
use of AI in everything from facial recognition to predictive sentencing. She found it nonetheless. The online rental platform uses its pricing tool to increase host revenues by dynamically adjusting rental... View Details
- 11 Oct 2024
- Research & Ideas
How AI Could Ease the Refugee Crisis and Bring New Talent to Businesses
localities that help families resettle were utilized at a steady rate, while only reducing eventual employment by 2 percent. Tapping into AI in additional countries Finding ways to strike a balance between... View Details
- Web
Generative AI - Alumni
Careers Generative AI Careers Generative AI In today's dynamic job market, Generative Artificial Intelligence (GenAI) stands out as a powerful ally for job seekers, offering personalized insights into... View Details
- 07 Mar 2023
- HBS Case
ChatGPT: Did Big Tech Set Up the World for an AI Bias Disaster?
beyond—about the importance of listening to voices urging caution, even if doing so might cool corporate profits. An early tech star reveals bias in AI In May 2022, Neeley and HBS research associate Stefani Ruper shined a spotlight on the... View Details
- 09 Jan 2020
- Book
Rethinking Business Strategy in the Age of AI
work? Iansiti: Netflix has been using AI for many years in a lot of different ways, for example, by learning how people choose movies according to the thumbprint picture that appears on the Netflix service.... View Details
Keywords: by Dina Gerdeman
- 8:30 AM – 6:45 PM +04, 13 Dec 2024
- Virtual Programming
AI Elevate: From Readiness to Exponential Growth
Join top AI experts including HBS faculty, business leaders, researchers, and government officials for AI Elevate: From Readiness to Exponential Growth, a one-day conference organized by the Digital Data Design Institute at Harvard and the Harvard Business School Club... View Details
- 09 Aug 2022
- Cold Call Podcast
A Lesson from Google: Can AI Bias be Monitored Internally?
Keywords: Re: Tsedal Neeley
- 27 Jun 2024
- Research & Ideas
Gen AI Marketing: How Some 'Gibberish' Code Can Give Products an Edge
into favoring their own products by adding a carefully crafted short text sequence to online product descriptions. The study explores whether marketers “can game these models to get the answers that they are seeking to advantage their own... View Details
Keep Your AI Projects on Track
AI—and especially its newest star, generative AI—is today a central theme in corporate boardrooms, leadership discussions, and casual exchanges among employees eager to supercharge their productivity. Sadly, beneath the aspirational headlines and tantalizing... View Details
- 04 Jun 2024
- Research & Ideas
Navigating Consumer Data Privacy in an AI World
Opportunity: Customers’ Routines When Bias Creeps into AI, Managers Can Stop It by Asking the Right Questions How Humans Outshine AI in Adapting to Change Feedback or ideas to share? Email the Working... View Details
The Uneven Impact of Generative AI on Entrepreneurial Performance
There is a growing belief that scalable and low-cost AI assistance can improve firm decision-making and economic performance. However, running a business involves a myriad of open-ended problems, making it hard to generalize from recent studies showing that generative... View Details