The Impact of Generative Artificial Intelligence in Online Learning Platforms
About the class
The rapid growth of generative artificial intelligence (AI) technologies, such as ChatGPT, has led to both excitement and skepticism among academics and industry.
Watch this webinar, led by Unnati Narang, Assistant Professor, and John M. Jones Fellow of Marketing and the RC Evans Data Analytics Scholar at Gies College of Business, University of Illinois at Urbana-Champaign, where she discussed how these technologies impact user-generated content (UGC) creation and engagement in online learning platforms.
Using empirical evidence from ongoing field experiments, she will demonstrate the dual impact of AI; while encouraging the use of AI results in higher content creation, it results in 5-10% less engagement (i.e., fewer views and comments) relative to not using AI.
She also shared the results of practical,low-cost strategy managers can use to mitigate the negative effects on engagement.
About the Presenter
Unnati Narang
Assistant Professor and John M. Jones Fellow of Marketing and the RC Evans Data Analytics Scholar at Gies College of Business, University of Illinois at Urbana-Champaign
Unnati Narang is Assistant Professor and John M. Jones Fellow of Marketing and the RC Evans Data Analytics Scholar at the Gies College of Business, University of Illinois at Urbana-Champaign.
Her research lies at the intersection of mobile marketing, consumer mobility, and engagement in digital environments. Her research examines how consumers’ use of mobile apps affects their behaviors in online and offline retail stores. In addition to mobile apps, she also studies user engagement in online learning platforms.
Unnati worked with several education technology initiatives before her PhD, including those with Columbia Business School Executive Education, Coursera, and, more recently, YellowDig. Unnati’s research has been published in Marketing Science, Journal of Marketing Research, Journal of the Academy of Marketing Science, and the Review of Marketing Research.
She was awarded the 2022 AMA SIG Retail and Pricing, Emerging Scholar, and Best Doctoral Student Awards, the 2019 Mathew Joseph Emerging Scholar Award, the 2019 PDMA Emerging Scholar Award, the 2019 Mays Business School Outstanding Doctoral Student Award for Research, and the 2018 Shankar-Spiegel Best Dissertation Proposal Award and was the finalist for the EMAC-AiMark Doctoral Dissertation Award 2021.
She received her PhD in Marketing from Mays Business School, Texas A&M University, in 2020.