Using AI to Assess Creative Concepts: A Marketing Case Study

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

This case study, "Using AI to Assess Creative Concepts," published by Harvard Business Review (HBR) on August 6, 2024, delves into the practical application of generative artificial intelligence (AI) in marketing decision-making. Authored by Kimberly Whitler, Serena Hagerty, Julie Daum, and Giorgi Ben-Meir, the case is designed for educational purposes across undergraduate, MBA, and executive education programs, particularly within courses focusing on core marketing, brand management, promotions, marketing strategy, advertising, and the burgeoning field of AI in marketing.

The Scenario

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 been presented to key stakeholders, and Daum must now navigate the complex process of incorporating both stakeholder feedback and insights derived from generative AI to make a final decision.

The Challenge: Integrating AI and Stakeholder Feedback

The central challenge presented in this case is to determine how generative AI can effectively assist in the creative decision-making process. Students are prompted to use generative AI tools to gather feedback on the presented creative concepts. They must then analyze this AI-generated feedback in conjunction with the feedback received from human stakeholders. The objective is to formulate a recommendation on which creative concept best aligns with Darden's brand and reputation, and how to best integrate the AI's input with that of the stakeholders.

Key Learning Objectives

This case study aims to equip students with a critical understanding of:

The Utility of AI in Creative Decision-Making: Evaluating whether AI is a helpful tool in assessing creative marketing concepts and understanding how its feedback can be leveraged.
Synergizing AI and Human Input: Developing strategies for combining AI-generated feedback with stakeholder opinions to arrive at the most effective recommendations.
Identifying Potential Drawbacks: Recognizing the limitations and potential pitfalls associated with using AI in creative processes.
Factors Influencing AI Effectiveness: Understanding what makes AI feedback more or less valuable in different contexts.
Broader Implications of AI in Marketing: Exploring the overall possibilities and limitations of employing AI technologies within the marketing domain.

Product Details

Product Number: UV9034
Pages: 11
Publication Date: August 06, 2024
Source: Darden School of Business
Formats Available: PDF, Audio MP3, Audio M4A, Audio CDROM, Audio Cassette, Bundle, DVD, Event Live Conference, Event Virtual Conference, Word Document, Electronic Book, Enhanced Electronic Book, ePub, Financial, Ebook, Hardcover/Hardcopy, Hardcover/Hardcopy (Color), Hardcover/Hardcopy (B&W), Web Based HTML, Kit, License, Magazine, Mobi, Multimedia CDROM, Multimedia Windows Media, Paperback Book, Powerpoint, Paperback/Softbound, Paperback/Softbound (Color), Paperback/Softbound (B&W), Registration Fee, Short Run, Subscription, Service, Video CDROM, Video DVD, Video Flash, Video VHS (NTSC), Video VHS (PAL), Video Real Player, Microsoft Excel Spreadsheet, XML, Zip File.
Languages Available: English, Spanish, Chinese, Danish, French, German, Japanese, Portuguese, Polish, Russian, Slovak, Traditional Chinese.
Pricing: Starts at $11.95 USD, with quantity discounts available for bulk purchases (e.g., 5-10 copies at $9.75, 500+ copies at $9.00).
Copyright: PDFs are for individual use; team sharing requires purchasing copies per user.

Conclusion

"Using AI to Assess Creative Concepts" offers a timely and relevant exploration of how businesses can strategically integrate AI into their marketing efforts. It encourages a thoughtful approach to leveraging AI's analytical capabilities while acknowledging the importance of human judgment and stakeholder collaboration in achieving successful marketing outcomes.