Events

Information Systems and Operations Management 

Speaker: Yiangos Papanastasiou (Rice U)  

Room Bernard Ramanantsoa 

Research Seminar

Management & Human Resources

Speaker: Hillary Anger Elfenbein

Washinghton University, USA

room T027

Department: Finance

Speaker: Basil Williams (Imperial College)

Room: TBD

Information Systems and Operations management

Speaker: Jungpil Hahn from NUS (National University of Singapore)

Room Bernard Ramanantsoa

Marketing Research Seminar - On Campus Room T025

Zoom link: https://hec-fr.zoom.us/j/99416892584

Andrea OrdaniniProfessor of Marketing & Service Analytics - BNP Paribas Endowed Chair - Bocconi University - Italy

Title:

“When AI Assists at the Frontline: External and Internal Marketing Effects in the Context of Banking Mortgages.”

Abstract:

While Artificial intelligence (AI) increasingly assists frontline employees (FLEs) in their tasks, its implications remain uncertain. Against this background, this research focuses on examining the effects of AI assistance on both external (customer satisfaction, market performance) and internal (employee satisfaction) marketing outcomes. Findings from quasi-experimental evidence in a banking context, reveal that AI-assisted FLEs adopt more conservative behaviors, resulting in a 5% decrease in mortgage approvals and a 7% reduction in default payments, but at the cost of a 10% decline in customer satisfaction. A follow-up textual analysis and survey provide insights into the underlying process, suggesting that AI-generated solutions tend to be rigid and less open to alternative possibilities, which in turn reduces FLEs’ satisfaction. Controlled experiments test and further qualify this process evidence, showing that AI’s standardized outputs limit employees’ perceived job autonomy and satisfaction, regardless of their awareness of AI involvement. This research advances the AI marketing literature by showing that AI’s role at the frontline is not inherently supportive but must be carefully aligned with the characteristics of frontline nonroutine tasks. Its insights can help marketers harness the potential of AI-assisted frontline work while mitigating unintended downstream effects on employees and customers alike.

Department of Economics and Decision Sciences

Speaker:  Sarah Auster (Bonn)

Room T-014

Strategy & Business Policy

Speaker: Joachim Henkel

Professor - TUM

Conference  Jouy-en-Josas 

Department: Finance

Speaker: Rui Silva (NOVA)

Date: TBD

The Inclusive Economy Center of HEC Paris is very pleased to invite you to the third edition of the S&O Inclusive Economy Day on Friday, March 28th, 2025 at Pan Piper, 2-4 Impasse Lamier, 75011 Paris. Explore insights on fostering social connectivity, social justice, and collective action for systemic change

Information Systems and Operations Management 

Speaker: Rouba Ibrahim (UCL)  

Room Bernard Ramanantsoa