Using AI to Assess Creative Concepts: A Harvard Business Review Case Study

Using AI to Assess Creative Concepts (HANDOUT 1)

This case study, authored by Kimberly Whitler, delves into the practical application of Artificial Intelligence (AI), specifically generative AI, in the realm of marketing and creative decision-making. The product number is UV9035, and it comprises 76 pages, with a publication date of August 07, 2024.

Scenario Overview

The case study places students in the role of Julie Daum, the Chief Marketing and Communications Officer at the University of Virginia Darden School of Business. Daum is tasked with evaluating three distinct creative concepts developed by an external marketing agency, Yes&, for Darden's upcoming marketing campaign. These concepts have just been presented to key stakeholders, and Daum must now decide how to incorporate their feedback, alongside insights generated by AI, to select the concept that will best enhance Darden's brand and reputation.

Learning Objectives

The primary objective for students is to utilize generative AI to gather feedback on the presented creative concepts and formulate their own recommendations. This process encourages students to critically assess:

The Utility of AI in Creative Decision-Making: How helpful is AI in assisting with creative choices?
Feedback Integration: How can AI-generated feedback be effectively combined with stakeholder feedback to arrive at the optimal recommendation for the agency?
Potential Drawbacks: What are the possible downsides or risks associated with using AI in this context?
Factors Influencing AI Effectiveness: What elements make AI feedback more or less effective?
Broader Implications: What are the potential possibilities and limitations of using AI in marketing more generally?

Target Audience and Course Suitability

This case study is designed for a diverse audience, including undergraduate, MBA, and executive education programs. It is particularly suitable for courses focusing on:

Core Marketing Principles
Brand Management
Promotions
Marketing Strategy
Advertising
AI in Marketing

Product Details and Availability

The case study is priced at $5.00 USD. It is available in various formats, including:

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It is also available in multiple languages, including English, Spanish, Chinese, Danish, French, German, Japanese, Portuguese, Polish, Russian, Slovak, and Traditional Chinese.

Copyright and Permissions

Copyright permissions for sharing the PDF with a team can be obtained by purchasing one copy per user. Quantity pricing is available for bulk purchases, offering discounts ranging from 10% for 10-49 copies to 20% for 500+ copies.

Conclusion

This case study provides a valuable, hands-on learning experience for understanding the strategic integration and assessment of AI in marketing. It encourages critical thinking about AI's role in creative processes and its broader impact on business strategy, making it a relevant resource for modern marketing education and practice.