Yohei Nishimura

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Articles

AI-Human Hybrids for Marketing Research: Leveraging Large Language Models (LLMs) as Collaborators

1 month ago | dialnet.unirioja.es | Neeraj K. Arora |Ishita Chakraborty |Yohei Nishimura

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The Ultimate Research Assistant: How Marketing Researchers Can Effectively Collaborate with LLMs

Jan 14, 2025 | ama.org | Neeraj K. Arora |Ishita Chakraborty |Yohei Nishimura

Generative AI (GenAI), and large language models (LLMs) in particular, are transforming marketing. According to a 2023 BCG study, over 70% of chief marketing officers have embraced this technology, and experts predict GenAI to revolutionize marketing research—a $84.3 billion dollar industry in 2023—by automating and enhancing data collection, analysis, and insights generation.

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