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Our collective perspectives and ideas.
Unlocking Gen AI’s Potential – With AI at Wharton
GBK Collective Partner Jeremy Korst shares key takeaways from Wharton’s AI Horizons webinar series and GBK’s latest report, “Growing Up: Navigating Gen AI’s Early Years” developed in collaboration with AI at Wharton, a research center at the Wharton School of the University of Pennsylvania. Together with co-authors Wharton Professor Stefano Puntoni, Faculty Co-Director of AI at Wharton, and Mary Purk, formerly with of AI at Wharton, this blog post discusses the rapid acceleration of Gen AI adoption, emerging use cases, and its transformative impact on marketers. The conversation included actionable insights for marketers on scaling Gen AI, safeguarding data, driving measurable ROI, among other topics.
Growing Up: Navigating Gen AI’s Early Years
Today GBK is excited to announce the release of our latest report, Growing Up: Navigating Gen AI’s Early Years, developed in collaboration with AI at Wharton, a research center at the Wharton School of the University of Pennsylvania. Based on a survey with 800 senior leaders from top U.S. enterprises (each with sales over $50M), the report reveals just how rapidly Generative AI (Gen AI) adoption and use cases are accelerating.
The comprehensive study charts the evolution of Gen AI—from its infancy and initial experimentation to now intense focus by enterprises on delivering tangible ROI with more practical use cases and applications. As a second wave to our initial report last year, it offers a deeper perspective than most studies: sharing valuable year-over-year insights on adoption and level of investment by company size, industry and functional area, emerging applications, as well as overall sentiment by business leaders on Gen AI.
The Rise of Generative AI Across Enterprises: Insights from GBK’s New Report with Dr. Stefano Puntoni, Director of AI at Wharton
A new study by GBK Collective and AI expert Dr. Stefano Puntoni, Professor of Marketing at The Wharton School and Faculty Co-Director of AI at Wharton, shows that generative AI adoption has reached a tipping point within enterprises. Not only do the majority of enterprise leaders now use generative AI – they are also planning a substantial increase in generative AI investments in the next 12 months.
Conducted with 672 senior leaders from U.S. enterprises, each with annual sales surpassing $50 million, the survey also offers some eye-opening insights on the adoption of generative AI by functional area, emerging applications and use cases by industry, as well as adoption drivers and barriers.
Key Learnings from Sawtooth’s 2023 Analytics & Insights Summit
Key Learnings from Sawtooth’s Analytics & Insights Summit
I was fortunate to recently attend Sawtooth's Analytics & Insights (A&I) Summit, where leading analytics professionals discussed new research and shared some of the latest methods and applications of consumer insights and marketing science.
This year’s conference did not disappoint! Below I share some of the key takeaways and themes from the event, which demonstrate how marketers can apply advanced analytics techniques to better measure consumer preferences and behavior, thereby improving business decision-making and increasing return on marketing investments.
The Future of Marketing Analytics: Highlights from MSI's 2023 Conference
The Future of Marketing Analytics: Highlights from MSI's 2023 Conference
As the Vice Dean of Analytics and Chair of the Marketing Department at the Wharton School, it was great to help host the Marketing Science Institute’s Analytics Conference on campus this year. I really look forward to MSI events as an opportunity to meet with other leading academics and practitioners to discuss the latest analytics methods and their applications. Below, I share some of my takeaways from the most discussed themes from this year’s MSI conference, along with a few areas I was surprised (from a “traditional statistics” perspective) didn’t come up more.