AI and Marketing CC questions

According to the "Prediction Machines" framework, as the cost of AI-driven prediction falls, what happens to the value of human judgment?

The value of human judgment increases because it is an essential complement to prediction.

In class, how did the GenAI chatbot respond to the following prompt?

"Fill in the blanks: 'To fix your [Plural Noun], first turn the [Noun] clockwise until you hear a [Sound] sound. If the [Adjective] light starts to [Verb], immediately apply [Noun] to the [Part of Body]. Failure to do this will cause the machine to turn into a [Noun] and start [Verb Ending in -ing] loudly.'"

It came up with a fun and silly sentence

In the "Prediction Machines" video, the speaker suggests that at some level of prediction accuracy (maybe 6 or 7 out of 10), Amazon might stop waiting for customers to order and just send products. What principle does this scenario fundamentally CHALLENGE?

Customer agency and consent in the purchase decision

According to the HBR reading, what is a "missed opportunity" in AI marketing?

When a company fails to target a customer who would have responded positively to an intervention.

According to the Mollick book (Chapter 1), which of the following statements about "Frontier AI Models" is FALSE?

They are small, specialized LLMs that are limited in capability but also very cheap to run for narrow uses

The Anthropic 81,000-person study de-identified participants and had researchers manually review quotes before publication. A marketing team wants to conduct similar AI-assisted interviews with customers. What principle does this process reflect?

Privacy protection and ethical considerations still require human judgment even when using AI tools

A company is designing a Turing Test-style evaluation where users try to distinguish between human customer service agents and AI chatbots. Based on our class discussion and the description provided on the Turing Test website, what is the AI fundamentally doing during these conversations?

Repeatedly generating plausible text completions based on input

A company is designing a Turing Test-style evaluation where users try to distinguish between human customer service agents and AI chatbots. Based on our class discussion and the description provided on the Turing Test website, what is the AI fundamentally doing during these conversations?

Human judgment about the cost-benefit tradeoffs of different retention strategies for each customer

Suppose an organization is considering using AI for customer discovery interviews. What does the feedback and self-reported satisfaction of participants interviewed for the Anthropic study suggest about AI's potential role in qualitative research?

AI-conducted interviews can be effective and well-received when designed properly

According to our guest speakers, which of the following statements most accurately reflects the relationship between Washington Hospital Services (WHS) and the Washington State Hospital Association (WSHA)?

WHS provides business solutions to WSHA members while generating non-dues revenue that supports WSHA's mission

According to the IBM article's explanation, what does it mean for AI language models to be "stochastic"?

They exist in a state that is both random while also following patterns when averaged over time

According to the Scientific American article, what role does anthropomorphism play in our perception of AI consciousness?

It serves as a mechanism through which we project human traits onto AI systems

A retail company currently uses traditional AI to predict which customers are likely to make a purchase. They are now considering adding generative AI to their marketing toolkit. Based on the HBR article's framework, what represents the most appropriate use of generative AI to complement their existing predictive AI?

Using generative AI to create personalized email content for predicted buyers

According to the Turing Test article, what fundamental insight does the test reveal about how we judge intelligence?

Our assessment of intelligence is heavily influenced by whether something can communicate like a human

According to the our discussion of reinforcement learning, what does it mean for the system to "exploit" versus "explore"?

Exploit means use what has worked; Explore means test new approaches

Based on the research studies described in the working paper, individuals with higher "Need for Cognition" are more likely to exhibit what behavior when working with AI?

Greater resistance to cognitive surrender and more active engagement with AI outputs

According to Mollick's video (and book), what should you do if the AI generates a response that is "on the right track" but not quite what you need?

Use iterative prompting by adding more specificity and asking the AI to redo it with new information

ELIZA was one of the first natural language processing programs, created at MIT in the 1960s. Its most famous script, DOCTOR, simulated a psychotherapist. What technique did ELIZA primarily use to maintain conversations with users?

Pattern matching to recognize keywords and reflect users' statements back as questions

In the Maurice cat feeder example from last class, what does "positive feedback" represent in the reinforcement learning system?

Maurice finishes the bowl (indicating the feeding time was appropriate)

Despite their different conclusions about overall success rates, the MIT and Wharton reports share some common findings about AI implementation. Which of the following represents a shared insight across both studies?

Both reports identified that successful AI implementation requires strategic focus, proper integration into workflows, and organizational readiness

Both the MIT Report and the Wharton Report examine generative AI adoption in enterprises, but they reach strikingly different conclusions about success rates. What is the primary methodological difference that most likely explains this difference?

MIT defined success strictly more narrowly (e.g., bottom-line profit), while Wharton used broader criteria (e.g., productivity gains, employee retention)

According to the Tri-System Theory of Cognition discussed in our last class, what is the primary risk when organizations rely heavily on System 3 without maintaining System 2 engagement?

Employees may experience cognitive surrender, becoming overly dependent on AI accuracy

A marketing director who knows about the "jagged frontier " of AI is deciding which tasks to delegate to AI tools. What strategic principle should guide this decision?

Test each task empirically rather than assuming that complexity predicts AI performance

In the joke generation study discussed last class, participants were given prompts like "Your friend plays you a song she wrote, and it's the worst thing you've ever heard. When she asks, 'So how was it?' you decide to be honest so you say, 'To be honest, listening to that was like: _____'". What was this study designed to test?

Whether AI can generate funnier responses than humans in creative tasks

A B2B software company wants to personalize email campaigns for 50,000 business customers. What does Amazon's approach suggest about the relationship between scale and personalization strategy?

At large scale, human-created content becomes a bottleneck and the value of AI-generated personalization increases

Suppose a mental health app company is considering launching an AI companion similar to Replika (discussed in Mollick, Chapter 4). Based on the insights from the book, what is the most significant ethical concern the company should address?

Users may form emotional bonds with the AI and experience psychological harm if the AI's personality changes

In class, we discussed the classic bat and ball problem, which is an example of the Cognitive Reflection Test: "A bat and a ball cost $1.30 in total. The bat costs $1.00 more than the ball. How much does the ball cost?" What happens when people answer this question quickly?

Most people quickly answer $0.30, which is an example of biased System 1 (heuristic) thinking

McKinsey identifies that approximately 75% of generative AI's value will come from four areas: customer operations, marketing and sales, software engineering, and R&D. A manufacturing company is planning its AI investment strategy. What does this concentration of value suggest about their approach?

They should prioritize GenAI investments in these high-value areas

In the video you watched, what concern was raised by Anthropic's CEO Dario Amodei regarding the "speed" of AI development?

The pace of AI advancement exceeds society's ability to create regulations and ethical guardrails

According to the HBR article, what is an effective way to build customer trust in a chatbot's recommendations?

Use social proof, such as "98% of customers found this helpful."

Here is an example of a positioning statement for the car manufacturer Volvo: "For upscale American families, Volvo is the family automobile that offers maximum safety." In this example, what serves as the primary benefit (i.e., point of difference) for the positioning statement?

Safety

A product manager shares a favored campaign concept with GenAI and notices the model mostly praises it. What prompt strategy yields better critique?

Ask the AI to act as a skeptical CMO and provide the top three failure risks

According to the Accidental Marketer podcast, what is the key distinction between "positioning" and "value proposition"?

Positioning is the promise you make to the customer; value proposition is how you fulfill that promise.

According to the research on sycophantic AI, what is one consequence of interacting with a sycophantic model during interpersonal conflicts?

Users become more convinced they were right and less willing to repair the conflict.

The "AI hesitancy" article discusses "making AI legible." A company follows this advice by showing customers a simple flowchart of how their AI recommendation engine works. What is the goal of this approach?

To help customers understand the AI's process, which increases trust

The lecture discusses how consumers face a psychological tradeoff when using AI-powered personalization tools, such as a smart speaker. Which best captures this tradeoff?

The tradeoff between hands-free assistance and the discomfort of feeling surveilled

In a marketing context, what does the concept of "staged experiences" generally refer to?

Creating memorable, immersive customer interactions

The "AI hesitancy" article describes three main themes that explain why people resist AI. Which of the following is NOT one of those themes?

AI systems systematically and predictably providing incorrect answers

According to the "AI hesitancy" article, research found that people were more willing to accept AI coaching advice when what factor was made salient?

Human input in creating and training the AI

In the "Don't Let an AI Failure Harm Your Brand" article, the author describes research in which participants evaluated an autonomous vehicle that collided with a person after facing a difficult dilemma (e.g., swerving into an elderly person vs. a young child). What did the study find?

Participants were more outraged when the vehicle had any programmed preference than when it chose at random

Which of the following best describes a core psychological driver behind "algorithm aversion"?

Users lose confidence in an algorithm more quickly than a human after seeing both make a mistake.

According to the "Why We Don't Trust Driverless Cars..." article, why is user controla critical component of marketing an AI-powered tool?

It helps mitigate "black box" fears by allowing users to override or adjust AI outputs

According to research discussed in the Mollick book (and mentioned in class) regarding the "leveling effect," how does generative AI typically impact a professional workforce?

It significantly improves the performance of lower-skilled workers, effectively narrowing the gap with high-performers

According to research presented in a class lecture, what were the effects of interacting with a sycophantic AI (vs. a non-sycophantic AI) when users discussed real interpersonal conflicts?

Users became more convinced they were right and less willing to repair the conflict

A construction firm is willing to pay a 15% premium for "branded" sand because the supplier provides a digital tracking tool that predicts exact arrival times, reducing site downtime. According to the "branding sand" framework, what has the supplier successfully branded?

The "bundle" of value surrounding the product, including services and tools

A brand manager for a gravel company implements a "Sustainability Certification" for their stones. Even though the stones are physically identical to competitors', customers start choosing them to meet their own corporate ESG goals. What type of branding does this represent?

Branding the alignment of values and psychological reasons to choose a supplier

A company successfully brands their commodity product based on superior delivery logistics and customer service. However, a new competitor enters the market and copies these service features exactly. According to commodity branding principles, what should the original company do?

Attempt to further innovate on service and relationship-based differentiation

According to Eben Tobias Greene from ShiftUp, how do Microsoft and the Gates Foundation relate to WSHA and WHS?

In both pairs, one is a non-profit organization and one is a for-profit company

According to Natalie Dolphin from VML, which is NOT a typical stand-alone function of a large ad agency?

Market research

The LinkedIn Pulse article describes the demands of AI transformation as "cumulative." What does this mean?

Organizations must address concerns from all waves simultaneously

One of the HBR articles discusses a shift in decision-making cadence. What is this shift?

From intermittent decisions to continuous decision-making

According to the HBR readings, why do many organizations struggle to capture value from digital transformation?

They invest in new capabilities but keep old organizational designs that slow down decision-making

According to the LinkedIn article, what happens to organizations that delay AI transformation?

They face the same competitive pressures as adopters

One of the HBR articles contrasted "reflexive" and "reflective" decisions. Which type should become more automated?

Reflexive decisions that are real-time and responsive

The article on AI's uneven environmental distribution argues that current sustainability metrics often overlook which important consideration?

Equity and the priorities of local regions affected by AI infrastructure

To inject greater variety into brainstorming sessions, the lecture recommends which practical approach?

Using multiple AI models rather than relying on just one

According to the Wired article, why is it difficult to convey the environmental impact of AI to the public?

Each query may be small, but the impact multiplies across millions of users

According to the lecture slides, which prompting technique is recommended to help increase the diversity of AI-generated ideas?

Chain-of-thought prompts that break tasks into smaller steps

According to the ZS presentation, what is a key limitation of the traditional marketing and sales funnel that AI-enabled orchestration aims to address?

The traditional funnel has a clear handoff between marketing and sales that can cause accountability issues

Which of the following statements about recycled Lego bricks is TRUE?

Recycled Lego bricks resulted in HIGHER carbon emissions compared to virgin (i.e., non-recycled) bricks.

According to Dr. Gergana Nenkov, which of the following statements about brand loyalists is TRUE?

Brand loyalists are more likely to REPLACE their branded products than non-loyalists

Which of the following statements about The Buy Nothing Project is FALSE?

The Buy Nothing Project is a not-for-profit organization

According to Dr. Gergana Nenkov, which message will be most effective at persuading Samsung customers to REPAIR their broken phone?

Stay committed to your phone.

According to the research discussed at the Obermiller Lecture, which of the following factors is associated with increased second-hand consumption?

Residential mobility