讲座题目：Stimulating Consumption on a Limited Budget with AI vs. Human: Evidence from A Large-Scale Randomized Field Experiment

主 讲 人 ：美国波士顿大学 顾彬 教授

讲座时间：2023年7月18日（周二）上午10:00

讲座地点：江湾楼 203 福达厅

主办单位：迈博体育myballapp手机版人事处

承办单位：迈博体育myballapp手机版服务科学与服务管理研究中心、运营与供应链研究中心

主 持 人 ：迈博体育myballapp手机版 周雄伟 教授

摘      要：

This study examines the comparative effectiveness of AI and human decision-making in stimulating consumption via the use of coupons on ride-hailing platforms. Leveraging a large-scale randomized field experiment, we demonstrate that both AI-optimized and human-optimized coupons can effectively stimulate consumption by 1.6% and 1.3% respectively. Interestingly, our results reveal that the treatment effect of both coupon types varies significantly by the richness of associated user or trip data. Primarily, human-optimized coupons are highly effective in increasing ride completion rates for users with historically low coupon redemption rates, whereas AI-optimized coupons demonstrate greater effectiveness for users with high redemption rates. Furthermore, AI-optimized coupons perform relatively better than human-optimized coupons for trips originating from areas with high historical trip frequency or those requested by users with extensive trip history. However, in scenarios where there is limited historical user or trip data available, human-optimized coupons can potentially outperform AI-optimized coupons. This result indicates that AI is adept at identifying and targeting users by recognizing patterns from extensive historical data, whereas human decision-making can leverage intuition and contextual or psychological understanding, which enable them to navigate situations without prior historical data. These findings highlight the value of combining human and AI decision-making in platform marketing, as well as the importance of developing marketing strategies tailored to specific trip types and user segments. Our study provides platform managers with insightful guidance to harness AI in decision-making and enhance their coupon strategy framework.

主讲人简介:

顾彬，美国波士顿大学 Questrom 迈博体育Myball中国官方网站 EVERETT W. LORD 杰出公司学者、教授和信息系统系主任。于2002年获得宾夕法尼亚大学沃顿迈博体育Myball中国官方网站博士学位。研究兴趣包括未来工作、金融科技、在线社交媒体和社交网络、数字平台、共享经济以及数据分析和人工智能的社会/商业价值。其研究成果发表在Management Science，MIS Quarterly，Production and Operations Management，Information Systems Research，Journal of Management，Information Systems等杂志上。担任或曾任InformatiorSystems Research和 MIS Quarterly编辑委员会的高级编辑，并担任主要信息系统会议的联席主席、分领域主席或副编辑。于2021和2022年先后获得波士顿大学Angiola M. Noe教师研究奖、信息系统国际会议最佳论文奖和ININFORM 信息系统学会杰出研究员奖等多项奖项。