Better Together: Human-AI Partnership for Business Impact

Using machine learning in online content moderation

Qinglai He’s study examines what happens when “bot moderators” are used alongside their human counterparts. She analyzed data from Reddit that utilized bots and human volunteer moderators. The study found implementing bots reduced the volunteer workload and increased retention.

Qinglai He, Assistant Professor, Operations and Information Management

Read more about machine learning and online content

LLMs as strong collaborators in AI-human hybrid research

Research by Neeraj Arora, Ishita Chakraborty, and Yohei Nishimura, explores how large language models (LLMs) can be used as collaborators when part of a hybrid team conducting marketing research functions.

The study suggests generative AI assistants are valuable collaborators and deliver efficiency and effectiveness gains in the marketing research process when partnering with humans.

• Neeraj Arora, Professor, Marketing; Arthur C. Nielsen, Jr. Chair in Marketing Research and Education
• Ishita Chakraborty, Assistant Professor, Marketing; Thomas and Charlene Landsberg Smith Faculty Fellow
• Yohei Nishimura, doctoral student, Marketing

Read more about the AI-human collaboration

AI jumpstart: Accelerator course for undergraduates

Explore what AI is, how it works, and its growing impact on business, society, and daily life.

In this accelerated online course, you’ll develop a well-rounded understanding of AI through videos and podcasts. By the end, you’ll be able to critically engage in conversations about AI, thoughtfully and intentionally use AI tools, and contribute to the adoption of AI innovations in the workforce.

Introduction to Artificial Intelligence is a multimodal course for all UW–Madison undergraduate students. No technical or programming expertise is required. You can find more information on the course by visiting guide and searching for Gen Bus 365.
Learn more about the course

Webinar: ‘AI Impact Series: Navigating the New Business Landscape’

Be prepared to lead in an AI-powered business world.

In a series of interactive webinars, you’ll examine AI trends and the impact on business, including a business’s marketing, supply chain, finances, and more.

Sign up for the webinar series

Training and tools for small businesses

Learn how to use AI to your advantage as a small business owner or employee.

The Small Business Development Center’s Forward Fest gives you the tools and resources you need to explore AI.

The virtual program teaches the basics of AI before diving into how small businesses can increase efficiency in anything from administrative work to marketing to operational planning.
Sign up for the program

Tech Exploration Lab

Explore emerging technologies and identify new use cases at the Tech Exploration Lab. This campus-wide initiative is for all students and campus innovators interested in learning about industry challenges and exploring use cases for technologies such as AI, machine learning, Internet of Things, Blockchain, and more.

You can work on a lab-provided case to build skills or explore your ideas in a low-risk setting where you have equipment and mentorship.

Make industry connections and learn industry challenges and market needs while gaining hands-on experience with cutting-edge tech.

Discover more about the lab

AI student organization

Join the AI Hub @ WSB student organization, committed to making the school a leader in AI adoption by promoting its use, education, and integration across business.

Students advocate for the integration of AI in WSB’s curriculum, operations, and strategies. They also develop programming that empowers students, faculty, alumni, sponsors, and partner companies with the knowledge and skills to implement AI effectively.

Symposium on Artificial Intelligence in Marketing

Learn about breakthroughs and advancements in AI in marketing and hear from top academics at the annual Symposium on Artificial Intelligence in Marketing. The event focuses on modern AI applications used in marketing.
Learn more about the event