April 1, 2025 | 12:00 - 12:30 pm ET 

Webinars

MSI Webinar: A whole new world, A new fantastic point of view: Charting unexplored territories in consumer research with generative AI

Generative AI is transforming how marketing research is conducted, offering new ways to enhance efficiency, streamline workflows, and uncover deeper insights.
But how can marketers effectively integrate tools like ChatGPT into their own research processes? This webinar provides a practical guide to leveraging large multimodal models (LMMs) at different stages of consumer research, from idea generation and experimental design to data analysis and reporting. Based on findings from a study that tested AI’s capabilities across 35 published marketing studies, we’ll explore where LMMs deliver the most value, where their limitations lie, and how to use them responsibly to maintain research quality. As AI adoption grows in marketing research, this session will highlight both opportunities and challenges, emphasizing the need for ethical guidelines and best practices to ensure reliable, high-quality insights.

speaker

Kelly Hewett

University of Tennessee

Kelly Hewett will be joining the College of Business at Colorado State University as Professor of Marketing and Department Chair in July 2025. Prior to making the switch to CSU, she has worked at the University of Tennessee for 12 years. Prior to that, she spent five years at Bank of America, where she was a senior vice president in the firm’s corporate marketing group. Previously, she had a 10-year academic career and also held prior positions in international marketing and marketing research. Kelly’s research has been published in the Journal of Marketing, the Journal of Marketing Research, the Journal of International Business Studies, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing, among others. She serves as Associate Editor for the Journal of Marketing and the International Journal of Research in Marketing. Kelly has received numerous awards and recognitions for her research, teaching, and service.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.