Événements

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.

Département d'Economie et Sciences de la Décision

Intervenant:  Sarah Auster (Bonn)

Salle T-014

Strategy & Business Policy

Speaker: Joachim Henkel

Professor - TUM

Conference  Jouy-en-Josas -T020

Départament: Finance

Intervenant:  Rui Silva  (Nova)

Salle: TBD

Départament: Finance

Intervenant:  Rui Silva  (Nova)

Salle: TBD

Venez nombreux pour une discussion avec Michael Posner, ancien secrétaire d'État américain pour la démocratie, les droits de l'homme et le travail sous l'administration Obama (2009-2013), auteur de Conscience Incorporated, le jeudi 27 mars 2025 à 18h00 dans l'amphithéâtre T206.

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 

Intervenante: Rouba Ibrahim (UCL)  

Salle Bernard Ramanantsoa 

Information Systems and Operations Management Department

Speaker: Kevin Bauer (Goethe University Frankfurt)

Room Bernard Ramanantsoa