Research
Projects Overview
You can filter the research projects by topic, contact person and year.
New Technologies
2024
ChatGPT in Consumer Decision-Making
This study investigates the influence of GenAI on consumers' information search and retrieval processes in purchase decisions.
Social Trends
Generative AI in Marketing
What is the reality behind the hype? How is generative AI actually being used in marketing and what are the implications for marketers?