Business & Generative AI Workshop
Sponsored by AI at Wharton
September 8, 2023

Wharton San Francisco Campus
2 Harrison St., Sixth Floor, San Francisco, CA 94105

On September 8,  AI at Wharton faculty, plus researchers, industry professionals and academics from diverse disciplines joined together for this engaging workshop that explores the transformative role of Generative AI on business models, industries, and global economies.

The conference helped to provide opportunities to network with thought leaders, exchange ideas, share knowledge and envision the future possibilities of this technology.

Topics of Interest

  • Business model innovation
  • Economic growth and development
  • Labor markets and workforce transformation
  • Finetuning and building on top of foundational models
  • Market dynamics and consumer behavior
  • Policy and regulatory implications
  • Industry applications
  • AI ethics and social responsibility
  • Consumer wellbeing 


8:30–8:58 Breakfast & Check-In
Room 612 Room 615
8:58–9:00 Welcome and introduction Welcome and introduction
9:00–10:30 90 min Session 1A: Innovation and Productivity Session 1B: User-Generated Content Platforms
The Impact of AI on Developer Productivity: Evidence from GitHub Copilot (Sida Peng) The Consequences of Generative AI for UGC and Online Community Engagement (Gordon Burtch)
The Impact of Generative AI on Software Development (Fangchen Song) The Crowdless Future? How Generative AI is Shaping the Future of Human Crowdsourcing (Leonard Boussioux)
Economic Impacts of Adopting Generative AI: A Multi-Platform Analysis (Hongxian Huang) Can Banning ChatGPT Save User-Generated Q&A Platforms? (Jinyang Zheng)
InnoVAE: Generative AI for Patents and Innovation (Zhaoqi Cheng) The Impacts of the AIGC Ban on Q&A Communities: Evidence from Stack Exchange (Qinglai He)
10:30–10:45 15 min BREAK
10:45–12:15 90 min Session 2A: Labor Markets Session 2B: Marketing
Generate the Future of Work: Empirical Evidence from Online Labor Markets (Cedric Xu) Using GPT for Market Research (Ayelet Israeli)
The Short-Term Effects of Generative Artificial Intelligence on Employment: Evidence from an Online Labor Market (Oren Reshef) How Much Should We Trust LLM Results for Marketing Research? (Liying Qiu)
GPTs are GPTs: An Early Look at the Labor Market Impact Potential of Large Language Models (Sam Manning) SEO & SEA Content Generation – A Business Transformation Perspective (Martin Reisenbichler)
Algorithmic Writing Assistance on Jobseekers’ Resumes Increases Hires (Emma Wiles) Creating Synthetic Experts with Generative Artificial Intelligence (Daniel Ringel)
12:15–12:50 35 min Lunch & Networking
12:50–1:00 10 min Welcome 
1:00–1:40 40 min Panel Discussion: Exploring the Potential of LLMs – A Dialogue with Vibs Abhishek (Alltius) and Sergey Edunov (Meta)
1:45–3:15 90 min Session 3A: Generative AI and Creativity Session 3B: Search and Business Models
Generative AI, Human Creativity, and Art
(Dokyun Lee)
ChatGPT vs. Google: A Comparative Study of Search Performance and User Experience (Rayna Xu)
Large Language Model in Creative Work: The Role of Collaboration Modality and Expertise (Zenan Chen) Comparing Traditional and LLM-based Search for Consumer Choice: A Randomized Experiment (David Rothschild)
When and How Artificial Intelligence Augments Employee Creativity (Xueming Luo) Price Generative AI or Keep It Free? (Manmohan Aseri)
Language Models for Automated Market Research: A New Way to Generate Perceptual Maps (Zsolt Katona) The Web’s Great Conversation: Unveiling the Secrets of Chat-Based Search Engines (Lijia Ma)
3:15–3:30 15 min BREAK
3:30–4:40 70 min Session 4A: Visual Design and Marketing Session 4B: User Behavior and Social Implications
The power of generative marketing: Can generative AI reach human-level visual marketing content? (Yannick Exner) Chatbots and Mental Health: Insights into the Safety of Generative AI (Julian De Freitas)
Automatic Discovery and Generation of Visual Design Characteristics: Application to Visual Conjoint (Ankit Sisodia) Socializing Social Bots on Social Media (Weiguang Wang)
Unbiased Bias in Generative AI (Mi Zhou) AI and Organizational Diversity: Experimental Evidence
(Nick Otis)
4:40–4:55 15 min Poster session:

A New Index Measuring Occupational Exposure to Artificial Intelligence (Yuanyang Liu)

SmartRD: Leveraging GPT Prompting Strategies for Reasoning and Decision – The Case of Smart Contract Vulnerability Assessment (Alex Zheng)

Fine-Tuning Large Language Models for Knowledge-Intensive Tasks: Best Practices and Strategies (Jie Zheng)

Poster session:

How Generative AI-enabled Product Descriptions Improve Sales Performance: Evidence from a Quasi-Experiment at a Brazilian Supermarket Chain (Alysson De Oliveira Silveira)

MarkLLM: Marketing Techniques with LLMs (Saketh Reddy Karra)

Building a Better Email Promotion: ChatGPT and Double Machine Learning (James C. Reeder, III)

Novelty Effects in Generative AI Based Virtual Livestreamers in Livestream Shopping (Si Xie)

4:55–6:00 Networking Reception

Hosted by Wharton Faculty

Kartik Hosanagar, Faculty Lead, AI for business

Kartik Hosanagar

John C. Hower Professor of Technology and Digital Business and a Professor of Marketing

Stefano 175

Stefano Puntoni

Sebastian S. Kresge Professor of Marketing, Professor of Marketing

Robert Meyer

Robert Meyer

Frederick H. Ecker/MetLife Insurance Professor, Professor of Marketing

Sonny Tambe head shot

Prasanna (Sonny) Tambe

Associate Professor of Operations, Information and Decisions

Workshop Event Team

Mary Purk

Mary Purk

Executive Director, Analytics at Wharton

Zoe Seznec Sweetland

Zoe Seznec Sweetland

Associate Director, Analytics at Wharton

Carol Heller

Carol Heller

Program Coordinator, AI at Wharton