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Symposium on Artificial Intelligence in Marketing 2025
Wisconsin School of Business Room 2510
Wednesday, May 14 – Friday, May 16
The Wisconsin School of Business at the University of Wisconsin-Madison is thrilled to host the 2nd Symposium on Artificial Intelligence in Marketing. The 2025 Symposium will be taking place from May 14, 1pm to May 16, 1pm in Madison, Wisconsin. The symposium focuses on modern AI applications in marketing, including:
- Deep Learning and Unstructured Data Analysis
- Generative AI in Marketing
- Human-AI collaboration
- Algorithmic Bias and Fairness
- AI & Marketing Theory
- Probabilistic Machine Learning and Computational Methods for Marketing
Email your questions to aimarketing@wsb.wisc.edu
Keynotes
K. Sudhir, Professor of Marketing – Yale
K. Sudhir is James L. Frank ’32 Professor of Marketing, Private Enterprise and Management and Founder-Director of the Yale China India Insights Program at the Yale School of Management. He leads the academic-industry interface for quantitative marketing at the Yale Center for Customer Insights (YCCI).
Saqib Mustafa, Head Of Partner Marketing – Anthropic
Saqib Mustafa, MBA 2007 from WSB, is a proven marketing and channel leader driving innovation in various positions in the AI, data and analytics industries. Recently Saqib joined Anthropic where he leads the Partner Marketing team, partnering with GenAI leaders like AWS and Google to drive value for customers, and adoption of Claude. Previously he was at Snowflake for over 9 years, where his leadership was instrumental in expanding Snowflake’s AI Data Cloud ecosystem through strategic partner marketing.
Schedule
Presentations are in Room 2510 of the Wisconsin School of Business
Wednesday, May 14th
| ————————————— | Session Title | Presenter |
|---|---|---|
| 2:00 PM – 2:45 PM | Welcome + AI Hub for Business | Matt Seitz (WSB AI Hub for Business) |
| 2:45 PM – 4:00 PM | AI and the Professional World | |
| Foundation Models and AI Innovation: Evidence from the Hugging Face Platform | David Wu (UW-Madison) | |
| Generative AI and Job Satisfaction: Evidence from Glassdoor Employee Reviews | Khai Chiong (UT-Dallas) | |
| Confounding-Robust Deferral Policy Learning | Mingzhang Yin (Florida) | |
| 4:00 PM – 4:15 PM | Break | |
| 4:15 PM – 5.45 PM | AI and Advertising | |
| Improving Targeting Policies Using Transfer Learning | Artem Timoshenko (Northwestern) | |
| The Champion of Images: Understanding the Role of Images in the Design-Making Process of Online Consumers | Gijs Overgoor (Southern Methodist) | |
| TV Beats Digital: Leveraging Deep Learning to Evaluate Commercial Success | JinHo Yun (Wharton) | |
| 5:45 PM – 7:30 PM | Reception |
Thursday, May 15th
| ————————————— | Session Title | Presenter |
|---|---|---|
| 8:30 AM – 9:30 AM | Breakfast | |
| 9:30 AM – 9:45 AM | Introduction and Welcome | Dean Samba |
| 9:45 AM – 10:45 AM | Industry Keynote | Saqib Mustafa (Anthropic) |
| 10:45 AM – 11:00 AM | Break | |
| 11:00 AM – 12:30 PM | Working with Language | |
| Words that Matter: Analyzing the Casual Effect of Words | Alain Lemaire (UT-Austin) | |
| Using Large Language Models to Create AI Personas for Replication and Prediction of Media Effects: An Empirical Test of 133 Published Experimental Research Findings | Leo Yeykelis (Viewpointsai) Byron Reeves (Stanford) | |
| A Framework for Theory-Guided LLM Alignment: Application to Content Marketing | Tong Wang (Yale) | |
| 12:30 PM – 2:00 PM | Lunch + Academic Keynote | K Sudhir (Yale) |
| 2:00 PM – 3:30 PM | Working with Images and Videos | |
| Optimal Product Design Synthesis: Pairing Generative Models with Adaptive Preference Measurement | Ryan Dew (Wharton) | |
| Enhancing Marketing Video Analysis with Multimodal LLMs and In-Context Learning | Yepeng Jin (UW-Madison) | |
| Going Beyond Black-Box Models by Leveraging Behavioral Insights: An Intent-Based Recommendation Framework | Yuyan Wang (Stanford) | |
| 3:30 PM – 3:45 PM | Break | |
| 3:45 PM – 5:45 PM | AI and Consumers | |
| Generative Multi-Task Learning for Customer Base Analysis: Evidence from 1,001 Companies | KB Kim (Emory) | |
| The Adoption of Efficacy of Large Language Models: Evidence From Consumer Complaints in the Financial Industry | Minkyu Shin (City U-HK) | |
| Managing the Customer Journey to Generate Purchase at Maximum Profitability | Wayne Taylor (Southern Methodist) | |
| Innovating Product Q&A with AI: Bridging Pre- and Post-Purchase Consumers with Enhanced RAG | XingJian You (UW-Madison) | |
| 5:45 PM – 7:45 PM | Reception & Appetizers | Fluno Center (Floor-8, Skyview Room) |
Friday, May 16
| ———————————————- | Session Title | Presenter |
|---|---|---|
| 8:30 AM – 9:30 AM | Breakfast | |
| 9:30 AM – 10:10 AM | Panel on AI in Research and Teaching | |
| 10:10 AM – 10:25 AM | Break | |
| 10:25 AM – 11:15 AM | Analyzing Purchases | |
| The Market Basket Transformer: A New Foundation Model for Retail | Daniel Ringel (UNC-Chapel Hill) | |
| Gaining deeper Insights into Thin Profile Consumers via Attributed Graph Contrastive Learning | Jiyeon Hong (George Mason) | |
| 11:15 AM – 12:05 PM | AI and Online Platforms | |
| Empowering or Eroding Contributions? How Generative AI Impacts User-Generated Content Across Diverse Communities | Mengxia Zhang (Ivey) | |
| The Impact of Large Language Models on Open-Source Innovation: Evidence from GitHub Copilot | Raveesh Mayya (NYU Stern) | |
| 12:05 PM | End of the Symposium |
Registration
Please register using the link below. Note that we have a very limited number of spots.
Deadline: April 23rd.
- $250 for regular attendees
- $100 for PhD students
The confirmation email is usually sent within 15 minutes.
Lodging
We have partnered with the Best Western Premier Park Hotel to provide 50 rooms at affordable rates.
These prices will be available until April 14, 2025 or rooms are sold out (whichever comes first).
To reserve a room, follow the following link.
Location
Symposium Chairs
