McCombs Researcher Contributes to AI Best-Practices Publication

Gizem Yalcin Williams, an assistant professor of marketing, is one of more than a dozen leading researchers whose work was used to create “The Science-Based Playbook of AI Best Practices.” The main authors are Thomas McKinlay, Stefano 

Puntoni, and Serkan Saka. The book is a practical guide to AI marketing strategies based on the collective knowledge of the contributors and the latest research from peer-reviewed studies. It aims to help product managers, designers, and business owners optimize their products by using AI.

Williams’ research explores how consumers process information from humans versus algorithms. By understanding the psychological nuances behind these preferences, companies can better tailor their AI tools to align with consumer expectations and to enhance their user experience.

“AI is finally making high-quality insights accessible to all types of companies,” Williams said. “For example, AI can create digital versions of your target customer personas, allowing you to interact with simulations of your audience and receive real-time reactions.”