Transparent research statusWe disclose whether a page reviews published work or reports an ongoing DijitalPi study.
WHAT YOU WILL FIND HERE
AI research,
explained clearly.
DijitalPi Research reviews academic studies and explains what they may mean for organisations through concrete examples. Topics include AI advertising, productivity, decision quality, citations, culture and visibility in generative answers.
Every review identifies the researchers, original source, method, findings and open questions. We label DijitalPi's interpretation and examples separately. We also share the progress and limitations of studies we conduct ourselves.
Explore the research articles ↗01 / DIJITALPI ORIGINAL RESEARCH
Our own measurementAI VISIBILITY · TURKEYWhich agencies does AI recommend
when customers ask for help?
We are preparing repeated measurements on ChatGPT, Gemini and Claude using questions a customer may ask. We record which agencies are mentioned, explicitly recommended and cited.
Why it matters: understand which brands and sources appear along a potential customer's discovery path.
See how we conduct the study ↗Data collection and evaluation continue. No final result has been published.
02 / ACADEMIC PAPER REVIEWS
Türkiye + internationalWhat can these findings
do for my organisation?
We introduce each original study, explain its findings and limitations, and discuss how a team might apply the lesson without turning it into a claim the source did not make.
01 / AUDIENCE BALANCE IN ADVERTISING TESTSCan I trust the winning ad in a Meta A/B test?
Preprint review · Source language: EnglishPaper reviewed: Characterizing and Minimizing Divergent Delivery in Meta Advertising Experiments
arXiv · 28 August 2025 · v1, peer review not documented · Preprint
ResearchersGordon Burtch, Robert Moakler, Brett R. Gordon, Poppy Zhang, Shawndra Hill
Does a winning Meta ad reveal a stronger message or a different audience? This preprint examines what A/B results can support in creative decisions.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗02 / MEASURING INCREMENTAL ADVERTISING EFFECTSCan last-click data mislead your advertising budget decisions?
Preprint review · Source language: EnglishPaper reviewed: Predicted Incrementality by Experimentation (PIE) for Ad Measurement
arXiv · 1 April 2026 · v2 · Preprint
ResearchersBrett R. Gordon, Robert Moakler, Florian Zettelmeyer
Can last-click data support budget decisions? A preprint compares experiment-trained predictions with attribution when judging campaign success.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗03 / AI AND PURCHASING BEHAVIOURDoes a smarter AI assistant increase sales?
Working paper review · Source language: EnglishPaper reviewed: Reasoning AI, Consumer Search, and Purchase: Evidence from an Online Platform Field Experiment
SSRN · 23 May 2026 · Examined PDF version, not peer reviewed · Working paper
ResearchersSe Yan; Han Zhong; Zemin (Zachary) Zhong; Wenyu Zhou; Nitin Mehta
Does a smarter assistant increase sales? We examine Ctrip’s booking decline and implications for marketing measurement in a non-peer-reviewed working paper.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗04 / AI ANSWERS IN SEARCHDo AI answers in on-site search increase orders?
Peer-reviewed article review · Source language: EnglishPaper reviewed: Generative Search: Evidence from a Large-Scale Field Experiment
Management Science / SSRN · 13 May 2026 · Reviewed SSRN author manuscript; published online in the journal 24 September 2026 · Peer-reviewed article
ResearchersShuang Zheng, Yuting Zhu, Xin Ye, Liang Shen.
Can AI answers in on-site search increase orders? A peer-reviewed article reports small gains in a Chinese field experiment, with limits for marketing decisions.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗05 / CHATGPT TRAFFIC AND SALESDo visitors from ChatGPT buy more often?
Peer-reviewed article review · Source language: EnglishPaper reviewed: Frontiers: ChatGPT Referrals to E-Commerce Websites: How Do LLMs Compare Against Traditional Channels?
Marketing Science · 21 April 2026 · Journal version, online publication · Peer-reviewed article
ResearchersMaximilian Kaiser, Christian Schulze
Do visitors from ChatGPT buy more often? A peer-reviewed article compares channel performance and informs realistic e-commerce budget decisions.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗06 / AI SEARCH AND WEBSITE TRAFFICDoes Google AI Mode reduce clicks to websites?
Preprint review · Source language: EnglishPaper reviewed: AI in Search Reduces Publisher Referrals Without Improving User Experience: Experimental Evidence
arXiv · 18 August 2026 · v1 · Preprint
ResearchersStephanie T. Wang, Jeffrey Gleason, Yakov Bart, Christo Wilson, Danaé Metaxa.
What does a US Google field experiment reveal about external clicks? We examine the findings, marketing implications and limits of applying them in Türkiye.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗07 / FROM AI RECOMMENDATIONS TO BRAND VISITSDo AI brand recommendations bring visitors?
Preprint review · Source language: EnglishPaper reviewed: From Prompt to Purchase: How AI Brand Recommendations Move Consumers on the Open Web
arXiv · v1: 9 June 2026 · Reviewed v2: 31 August 2026 · Preprint
ResearchersMichael Iannelli, Alan Ai.
We examine the relationship between AI brand recommendations and later searches and visits, keeping visibility, website traffic and sales distinct.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗08 / STAGES OF BRAND VISIBILITY IN AI SEARCHWhere do brands drop out of AI search answers?
Preprint review · Source language: EnglishPaper reviewed: From Prompt to Recommendation: A Fitted Stage Model of Brand Visibility in AI Search
arXiv · 19 September 2026 · v1 · Preprint · Commercial Aiso data
ResearchersBenjamin Tannenbaum.
Why distinguish content fit, citations and brand mentions? We examine Aiso’s stage model, its evidence and the limits of commercial monitoring data.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗09 / AI ADVERTISING PRETESTSCan you rehearse an advertisement with AI before filming?
Peer-reviewed paper review · Source language: EnglishPaper reviewed: Pretesting with AI-generated static and video ads
Scientific Reports · 15 August 2026 · Peer-reviewed, accepted Article in Press; awaiting editorial corrections
ResearchersSteven Bellman, Sid Ali Ourradi, Duane Varan.
Which decisions can AI advertising rehearsals support? We examine peer-reviewed evidence, quality screening, measurement limits and illustrative business applications.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗10 / BRAND IMAGE IN AI ADVERTISINGDoes a polished AI advertisement also build trust?
Research article review · Source language: TurkishPaper reviewed: Yapay Zekâ ile Üretilen Reklam Filmlerinde Marka İmajı
Adıyaman Üniversitesi Sosyal Bilimler Enstitüsü Dergisi · 12 August 2026 · 53:342–376
ResearchersBurak Türten, Fuad Zamanov.
A Turkish-language study helps distinguish visual quality, authenticity and brand trust, with three practical marketing examples.
Turkish source · Editorial review draft · Business examples are DijitalPi commentary Read the review ↗11 / AUDIENCE REACTIONS TO AI ADVERTISINGAre more comments on an AI advertisement good news?
Research article review · Source language: TurkishPaper reviewed: Yapay Zekâ ile Üretilen Reklamlara Yönelik Tüketici Tepkileri: Coca-Cola “Holidays Are Coming” Reklamının Duygu Analizi
Kronotop İletişim Dergisi · 29 July 2026 · 3(2):407–433
ResearchersNevra Üçler, Defne Ertaş.
A Turkish-language study of a Coca-Cola advertisement helps separate comment volume, sentiment and sales outcomes.
Turkish source · Editorial review draft · Business examples are DijitalPi commentary Read the review ↗12 / CUSTOMER ACCEPTANCE OF CHATBOTSWhy would your customer use a chatbot?
Research article review · Source language: TurkishPaper reviewed: Teknoloji Kabul Modeli Kapsamında Sohbet Robotlarına Yönelik Tüketici Kabulü Üzerine Bir Araştırma
Pazarlama ve Pazarlama Araştırmaları Dergisi · 20 May 2026 · 19(2):370–397
Researchersİnci Onuk, Hilal Öztürk Küçük.
A Turkish-language consumer study connects chatbot usefulness, ease and trust to practical marketing questions.
Turkish source · Editorial review draft · Business examples are DijitalPi commentary Read the review ↗13 / IMPARTIAL AI SHOPPING ADVICEWhose interests does an AI shopping assistant serve?
Preprint review · Source language: EnglishPaper reviewed: Whom Do AI Agents Work For? Role Assignment Induces Sponsorship Bias in LLM Recommenders
arXiv · 16 September 2026 · v1 · Preprint
ResearchersDavood Wadi, Yu Ma.
How should marketers assess shopping recommendations? We discuss a new study through practical examples of product fit, sponsorship and sales advice.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗14 / AI AND CUSTOMER RESEARCHCan AI answer on behalf of your customers?
Preprint review · Source language: EnglishPaper reviewed: Synthetic Data in Marketing Research: How to Evaluate and When to Trust
arXiv · 12 September 2026 · v1 · Preprint
ResearchersOded Netzer, Rajan Sambandam.
Can simulated customers guide a campaign decision? We discuss synthetic-data research through message testing and real-customer validation examples.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗15 / BUSINESS IMPACT OF AI VISIBILITYCan we measure the sales impact of AI visibility?
Preprint review · Source language: EnglishPaper reviewed: Generative Marketing Mix Modeling: A Causal Inference Framework Linking GEO and GEM to Business Impact
arXiv · 10 September 2026 · v1 · Method and simulation preprint
ResearchersMasahiro Kato, Daiki Honma, Taka Kato.
What does an AI mention mean for your business? We discuss a new measurement framework through marketing reports and budget decisions.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗16 / WORKING WITH AI IN MARKETING TEAMSHow should your marketing team work with AI?
Peer-reviewed paper review · Source language: EnglishPaper reviewed: Dancing with AI: how human-AI interaction affects employee task performance
Humanities and Social Sciences Communications · 9 September 2026 · 13:1578 · Peer-reviewed; version of record 17 September 2026
ResearchersYepeng Wu, Yuanyuan Jiao, Ping Li, Yujie Liang.
Who produces, checks and approves AI-assisted work? We discuss a new workplace study through content, advertising and customer communication examples.
Editorial review draft · Illustrative marketing examples; no client experiment Read the review ↗17 / AI VIDEO ADVERTISINGDo personalized AI video ads increase engagement?
Peer-reviewed article review · Source language: EnglishPaper reviewed: Frontiers: Generative AI and Personalized Video Advertisements
Marketing Science · 8 May 2025 · 44(4):733–747 · Peer-reviewed field experiment
ResearchersAnuj Kapoor and Madhav Kumar
A real WhatsApp advertising experiment compared AI video, personalized images and generic video. We explain what the six-to-nine-point engagement difference does and does not show.
Published English review · Engagement is not a sales outcome Read the review ↗18 / AI PRODUCTIVITY IN CUSTOMER SERVICEDoes AI really make customer-service agents more productive?
Peer-reviewed article review · Source language: EnglishPaper reviewed: Generative AI at Work
The Quarterly Journal of Economics · 4 February 2025 · 140(2):889–942 · Peer-reviewed article
ResearchersErik Brynjolfsson, Danielle Li and Lindsey Raymond
Data from 5,172 agents and three million chats showed a 15% average rise in issues resolved per hour with AI assistance. We examine why less-experienced workers gained most.
Published English review · Limited to one company and task setting Read the review ↗19 / AI AND TEAMWORKCan AI replace a teammate?
Peer-reviewed article review · Source language: EnglishPaper reviewed: The Cybernetic Teammate: A Field Experiment on Generative AI and Teamwork
Organization Science · 12 June 2026 · 37(4):1217–1242 · Peer-reviewed field experiment
ResearchersFabrizio Dell’Acqua, Charles Ayoubi, Hila Lifshitz and eight researchers
A field experiment with 791 P&G professionals found that AI-assisted individuals approached two-person teams on some product-innovation tasks. We explain where human selection retained value.
Published English review · One-day innovation workshop Read the review ↗20 / HUMAN AND AI CREATIVITYAre humans or AI more creative?
Peer-reviewed article review · Source language: EnglishPaper reviewed: A large-scale comparison of divergent creativity in humans and large language models
Nature Human Behaviour · 23 December 2025 · 10:531–540 (2026) · Peer-reviewed article
ResearchersDawei Wang, Difang Huang, Haipeng Shen and Brian Uzzi
Across 9,198 people and 215,542 model observations, humans held a small average lead and a larger advantage at the creative extreme. We examine why “think like a genius” prompts were not enough.
Published English review · One established divergent-creativity task Read the review ↗21 / AI ASSISTANCE ON SOCIAL MEDIACan AI increase participation while reducing social-media quality?
Peer-reviewed article review · Source language: EnglishPaper reviewed: The impact of generative AI on social media: an experimental study
Scientific Reports · 17 February 2026 · 16:9376 · Peer-reviewed experimental article
ResearchersAnders Giovanni Møller, Daniel M. Romero, David Jurgens and Luca Maria Aiello
In a realistic social-media experiment with 680 people, some AI tools increased participation while reducing perceived quality and authenticity. We examine spillovers to other participants.
Published English review · Controlled platform experiment Read the review ↗22 / THE FRUIT-FLY BRAIN CONNECTOMEHow scientists mapped a fruit-fly brain
Peer-reviewed article review · Source language: EnglishPaper reviewed: Neuronal wiring diagram of an adult brain
Nature · 3 October 2024 · 634:124–138 · Peer-reviewed research
ResearchersSven Dorkenwald, Arie Matsliah, Amy R. Sterling and the FlyWire Consortium
Researchers mapped 139,255 neurons and 54.5 million synapses in one adult fruit fly at connection level. We explain what this map reveals and what it still cannot tell us.
Published English review · A wiring diagram is not a complete record of brain activity Read the review ↗23 / HIRING AN AI EMPLOYEEIs an AI employee really ready for work?
preprint review · Source language: EnglishPaper reviewed: READY or Not: Reliable Enterprise Agent Deployment
arXiv · September 2, 2026 · v1 · Preprint
ResearchersVeronica Chatrath, Bryan Zhu, Jingxuan Fan and 14 researchers · Scale AI and partner institutions
An AI system can complete the task, but how much review will your team still need? Consider accuracy, review effort and total cost together when choosing an AI solution.
English review draft · Peer-reviewed publication not verified Read the review ↗24 / AI DISCLOSURE IN ADVERTISINGHow do customers respond when an ad discloses AI use?
peer-reviewed article review · Source language: EnglishPaper reviewed: “Made with AI” but why? How consumers interpret beneficiary-framed AI disclosures in advertising
Journal of Marketing Analytics · 27 August 2026 · Peer-reviewed article
ResearchersTimo Schreiner, Yakov Bart, Koen Pauwels, Cosima Schütze and Fabian Buder
What difference does it make to write “Created with AI” in the ad and explain why? We explain the methodology of the three experiments, their different results, and their meaning for the brand team.
English review draft · No own campaign testing done Read the review ↗25 / AI AGREEMENT AND DECISION QUALITYWhen AI agrees with you, does that mean you are right?
preprint review · Source language: EnglishPaper reviewed: Individual-level interventions against sycophantic AI reduce its appeal but not its persuasiveness
arXiv · First release: July 28, 2026 · Reviewed v3: August 2, 2026 · Preprint
ResearchersMeryl Ye, Robert Kraut and Steve Rathje · Carnegie Mellon University; New York University
Is the assistant's support for your idea an independent assessment? We describe the findings of two experiments, the impact of warnings, and what they mean when making decisions.
English review draft · Peer-reviewed publication not verified Read the review ↗26 / PERSONALIZED AI PERSUASIONIs personalized AI more persuasive than humans?
peer-reviewed article review · Source language: EnglishPaper reviewed: On the conversational persuasiveness of GPT-4
Nature Human Behavior · 19 May 2025 · 9:1645–1653 · Peer-reviewed article
ResearchersFrancesco Salvi, Manoel Horta Ribeiro, Riccardo Gallotti and Robert West
How convincing was GPT-4 when it accessed basic personal information in brief online discussions? We describe the robust finding of the 900-participant experiment and its limitations that cannot be directly generalized to marketing.
Published English review · Not a marketing campaign test Read the review ↗27 / THE PERSUASIVE POWER OF AI MESSAGESAre AI messages as persuasive as human messages?
peer-reviewed article review · Source language: EnglishPaper reviewed: LLM-generated messages can persuade humans on policy issues
Nature Communications · 1 July 2025 · 16:6037 · Peer-reviewed article
ResearchersHui Bai, Jan G. Voelkel, Shane Muldowney, Johannes C. Eichstaedt and Robb Willer
In three preregistered experiments, 4,829 people read policy messages written by AI and ordinary people. We explain the small shifts in attitude, why the messages were perceived differently and what remains unknown for marketing.
Published English review · Political attitude experiment is not sales research Read the review ↗28 / AI, LANGUAGE AND CULTUREDoes AI think differently depending on the language you use?
peer-reviewed article review · Source language: EnglishPaper reviewed: Cultural tendencies in generative AI
Nature Human Behavior · 20 June 2025 · 9:2360–2369 · Peer-reviewed article
ResearchersJackson G. Lu, Lesley Luyang Song and Lu Doris Zhang
GPT and ERNIE showed different cultural tendencies when responding to the same measures in English and Chinese. We examine the meaning of language choice for localization, advertising ideation and international brand communication.
Published English review · English and Chinese model outputs reviewed Read the review ↗29 / AI AND SALES IN E-COMMERCEDoes generative AI really increase e-commerce sales?
preprint review · Source language: EnglishPaper reviewed: Generative AI and Sales Productivity: Field Experiments in Online Retail
arXiv · First release: October 14, 2025 · Revised v6: June 29, 2026 · Preprint; the authors state that it has been accepted by Management Science
ResearchersLu Fang, Zhe Yuan, Kaifu Zhang, Dante Donati and Miklos Sarvary
In seven field experiments spanning millions of users and products, AI's sales impact varied by workflow. We explain where we're seeing the biggest growth, what's missing from ad headlines, and how businesses can set up a pilot.
Published English review · Field experiments on a single e-commerce platform Read the review ↗30 / TRUST IN HEALTH COMMUNICATIONWhy do we trust health content in the age of AI?
Academic paper review · Source language: EnglishPaper reviewed: Multilayered Epistemic Disruption in AI-Driven Health Misinformation: Conceptual Framework and Viewpoint
JMIR Infodemiology · 20 August 2026 · 6:e96664 · Viewpoint and conceptual framework
ResearchersMuzaffer Malkoç · Istanbul Medipol University
The MEDF research question, its four-layer framework and its proposed approach to trust in health communication.
English review draft · Conceptual framework not yet empirically validated Read the review ↗31 / VISIBILITY IN AIDoes greater visibility in AI bring more customers?
Academic paper review · Source language: EnglishPaper reviewed: GEO: Generative Engine Optimization
KDD 2024 · conference paper
ResearchersPranjal Aggarwal, Vishvak Murahari, Tanmay Rajpurohit, Ashwin Kalyan, Karthik Narasimhan and Ameet Deshpande
A "40% increase" in a study does not mean that sales rose by 40%. We explain which results to examine when deciding whether investment in your website is paying off.
English review draft · Our own application test has not yet been conducted Read the review ↗32 / GIVING CUSTOMERS ACCURATE ANSWERSCan AI give your customers incorrect information?
Academic paper review · Source language: TurkishPaper reviewed: Türkçe soru cevaplama için büyük dil modelleri üzerinde geniş ölçekli etki analizi
Journal of Gazi University Faculty of Engineering and Architecture · 2025
ResearchersZekeriya Anıl Güven · İzmir Bakırçay University
An assistant may quote the correct price but misrepresent the return policy. We explain with examples which questions you should try before introducing the assistant to your customers.
30 mock answers available · Answers have not yet been human-rated Read the review ↗33 / CHECKING ANSWER ACCURACYCan we trust AI when it provides citations?
Academic paper review · Source language: EnglishPaper reviewed: Enabling Large Language Models to Generate Text with Citations
EMNLP 2023 · conference paper
ResearchersTianyu Gao, Howard Yen, Jiatong Yu and Danqi Chen · Princeton University
How did ALCE researchers evaluate the sourced answers and what did they find? We explain the meaning of the findings and compare the claim with its basis in four examples.
English review draft · Includes four teaching examples Read the review ↗View all research articles ↗
PUBLICATION APPROACH
Clear explanation.
Verifiable sources.
- State the question and who was studied.
- Explain when and how the work was conducted.
- Do not present unknowns as results.
- Link the sources and correct errors.
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