We review academic studies by researchers in Türkiye and around the world. Each article explains the paper in plain English, examines what it may mean for organisations and clearly labels DijitalPi's own examples.
Each review includes the source, method, findings, limitations and a practical interpretation.
Transparent editorial status
Each article identifies whether its source is peer reviewed or a preprint and shows the review's current editorial status.
All research articles
Türkiye + international
The tabs show the original language of the academic source. Every explanation on this page is in English.
01 / AUDIENCE BALANCE IN ADVERTISING TESTS
Can I trust the winning ad in a Meta A/B test?
Preprint review · Source language: English
Paper 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
Paper 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Search, and Purchase: Evidence from an Online Platform Field Experiment SSRN · 23 May 2026 · Examined PDF version, not peer reviewed · Working paper
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
Peer-reviewed article review · Source language: English
Paper 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
Peer-reviewed article review · Source language: English
Paper 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
Paper reviewed: AI in Search Reduces Publisher Referrals Without Improving User Experience: Experimental Evidence arXiv · 18 August 2026 · v1 · Preprint
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
Paper 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
Paper 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
Can you rehearse an advertisement with AI before filming?
Peer-reviewed paper review · Source language: English
Paper 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
Does a polished AI advertisement also build trust?
Research article review · Source language: Turkish
Paper 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
Are more comments on an AI advertisement good news?
Research article review · Source language: Turkish
Paper 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
Research article review · Source language: Turkish
Paper 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
Paper 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
Peer-reviewed paper review · Source language: English
Paper 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
Peer-reviewed article review · Source language: English
Paper 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
Does AI really make customer-service agents more productive?
Peer-reviewed article review · Source language: English
Paper 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
Peer-reviewed article review · Source language: English
Paper 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
Peer-reviewed article review · Source language: English
Paper 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
Can AI increase participation while reducing social-media quality?
Peer-reviewed article review · Source language: English
Paper 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
Peer-reviewed article review · Source language: English
Paper 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
Paper 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
How do customers respond when an ad discloses AI use?
peer-reviewed article review · Source language: English
Paper 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
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
When AI agrees with you, does that mean you are right?
preprint review · Source language: English
Paper 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
peer-reviewed article review · Source language: English
Paper 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
peer-reviewed article review · Source language: English
Paper 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
Does AI think differently depending on the language you use?
peer-reviewed article review · Source language: English
Paper 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
Does generative AI really increase e-commerce sales?
preprint review · Source language: English
Paper 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
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
Paper 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
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
Paper 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
Paper 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
Does a polished AI advertisement also build trust?
Research article review · Source language: Turkish
Paper 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
Are more comments on an AI advertisement good news?
Research article review · Source language: Turkish
Paper 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
Research article review · Source language: Turkish
Paper 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
Paper 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
Paper 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
Paper 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
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
Peer-reviewed article review · Source language: English
Paper 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
Peer-reviewed article review · Source language: English
Paper 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
Paper reviewed: AI in Search Reduces Publisher Referrals Without Improving User Experience: Experimental Evidence arXiv · 18 August 2026 · v1 · Preprint
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
Paper 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
Paper 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
Can you rehearse an advertisement with AI before filming?
Peer-reviewed paper review · Source language: English
Paper 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
Paper 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
Peer-reviewed paper review · Source language: English
Paper 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
Peer-reviewed article review · Source language: English
Paper 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
Does AI really make customer-service agents more productive?
Peer-reviewed article review · Source language: English
Paper 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
Peer-reviewed article review · Source language: English
Paper 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
Peer-reviewed article review · Source language: English
Paper 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
Can AI increase participation while reducing social-media quality?
Peer-reviewed article review · Source language: English
Paper 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
Peer-reviewed article review · Source language: English
Paper 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
Paper 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
How do customers respond when an ad discloses AI use?
peer-reviewed article review · Source language: English
Paper 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
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
When AI agrees with you, does that mean you are right?
preprint review · Source language: English
Paper 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
peer-reviewed article review · Source language: English
Paper 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
peer-reviewed article review · Source language: English
Paper 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
Does AI think differently depending on the language you use?
peer-reviewed article review · Source language: English
Paper 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
Does generative AI really increase e-commerce sales?
preprint review · Source language: English
Paper 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
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
Paper 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
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
Paper 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
For this project, we write the questions and collect the AI responses ourselves. The articles above are reviews of research published by other researchers.
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