26 Feb 2025

Evento

Human-Centered AI: Challenges and Opportunities in Relationship Marketing and Explainability

France : Campus Grand Paris
Grand Paris campus
Faculty & research
Artificial intelligence
SKEMA Centre for Artificial Intelligence
Imagem

Place : Room 3.216-Campus Grand Paris and online
Time : 12pm-1:30pm

WILL AI FINALLY PUT THE RELATIONSHIPS INTO RELATIONSHIP MARKETING? AND IS THAT A GOOD THING?

Speaker : Aaron Ahuvia, Richard E. Czarnecki Endowed Collegiate Professor of Marketing - University of Michigan Dearborn.

Biography

Aaron Ahuvia, Ph.D., Professor of Marketing at the University of Michigan-Dearborn College of Business. He received his Ph.D. in Marketing from Northwestern University’s Kellogg College of Business where along with conducting original research, he assisted Professor Phillip Kotler with a revision of his classic textbook. An independent analysis of research impact* ranked him 22 in the world (19 in the US) for research influence in consumer behavior. He has been quoted in Time, The New York Times, The Wall Street Journal, and has appeared on popular radio and television shows such as The Oprah Winfrey Show.

Dr. Ahuvia is the world’s leading expert on brand love, a topic he pioneered and has worked on since 1990. His research looks at (a) consumers’ love of certain products and brands; (b) issues related to brand symbolism and consumer identity such as brand image, fashions, and trends; and (c) the nature of contemporary consumer culture with a special focus on how people can build successful lives within this environment.

Abstract : AI-powered chatbots will fundamentally transform the way consumers relate to companies. Consumers usually see brands as impersonal objects, often dismissing marketers’ attempts to create deeper relationships. However, future AI-powered chatbots will allow companies to personify their brands in ways that build much stronger and more trusting relationships with consumers. This will lead to dramatic increases in brand love. But it will also make consumers more vulnerable to manipulation.

 

HUMAN-CENTERED EXPLAINABLE AI (XAI) / BRIDGING THE GAP BETWEEN XAI AND REAL-WORLD IMPACT

Speaker : Katrien Verbert - Associate Professor at the HCI research group of the Department of Computer Science of KU Leuven.

Biography

Katrien Verbert is a professor at the Augment research group of the HCI division of the Computer Science Departement at KU Leuven. Her research interests include interactive recommender systems,  visual analytics, explainable AI and applications in learning analytics, healthcare, precision agriculture, media consumption and digital humanities.

Abstract: Despite the long history of work on explanations in the Machine Learning, AI and Recommender Systems literature, current efforts face unprecedented difficulties: contemporary models are more complex and less interpretable than ever. As such models are used in many day-to-day applications, justifying their decisions to end users will only become more crucial. In addition, several researchers have voiced the need for interaction with explanations as a core requirement to support empowerment of users. Such interaction methods can enable users to steer models with input and feedback, and can support better model understanding.  In this talk, I will present our work on interactive explanation methods tailored to the needs of end users, such as healthcare professionals and job seekers. In addition, I will present our work on combining data-centric and model-centric explanations to empower end users in refining predictive models.  Our work emphasizes interactive, hybrid explanation methods that not only improve model understanding but also enhance the user’s ability to steer and improve AI models using domain knowledge. 

For further information, please contact Professor Margherita Pagani: margherita.pagani@skema.edu