Research

Human–AI Delegation in Social Science Codifiable Tasks vs. Tacit Knowledge, Theoretical Originality, and Field Judgment In an age where everyone is talking about AI, social science research finds itself at a delicate crossroads. Recently, Yongjun Zhang (2026)  from Stony Brook University raised a provocative question in his latest paper, " Vibe Researching as Wolf Coming ": what parts of your research can only you  do, and what can the machines never replace? Is it running te

Generative AI democratization in consumer research: broader participation brings new voices into the data ecosystem. Today, a consumer researcher beginning a new project may start not with a database, but with a generative AI system. Within seconds, a structured framework emerges. Literature streams are synthesized, research questions are articulated, and potential hypotheses are outlined. The efficiency is undeniable. Yet Huang and Rust argue that efficiency is not the centr

How GenAI Transforms Qualitative Data Analysis Generative Artificial Intelligence (GenAI) is reshaping qualitative consumer culture research by introducing new efficiencies while raising epistemological tradeoffs across theoretical, embodied, empirical, and historical dimensions. In other words, when consumer culture researchers upload interview transcripts, fieldnotes, or archival materials into large language models (LLMs), what changes is not merely research efficiency. Ep

The rapid development of generative artificial intelligence is redefining how consumer and marketing researches are conducted. When a model can replicate the consumer research processes of 35 top-tier journal articles within minutes, are we still engaging in “human-led science”? A study by Yoo, Haenlein, and Hewett, published in the Journal of the Academy of Marketing Science , addresses precisely this question: Is AI merely transforming research tools, or is it reshaping res

The contrast between human interpretive work and computational code reflects the tension between qualitative meaning-making and generative AI’s promise of efficiency Generative AI is increasingly used in qualitative research, yet its promise of efficiency raises fundamental questions about interpretation, meaning-making, and the role of the researcher. This article is based on the academic presentation "Interpreting Qualitative Data with AI: Pitfalls and Potential" by Duc Ngu

Economics in the Age of AI Agents Over the past two years, the way economists conduct research has undergone a profound structural transformation. In his 2025 NBER Working Paper AI Agents for Economic Research , Anton Korinek argues that the research community is moving from simple conversational systems such as ChatGPT to a new paradigm centered on autonomous AI agents. These systems integrate text generation with planning, memory, and tool use, enabling them to execute mult

AI and qualitative research As generative artificial intelligence (GenAI) rapidly transforms the landscape of scientific research,...

AI creativity compared to human imagination: while large language models generate patterns based on training data, human creativity draws...

Artificial intelligence (AI) is transforming the landscape of academic research at an astonishing speed. From idea generation to data...

Introduction Generative AI is profoundly reshaping consumer research, enhancing creative ideation, supporting qualitative analysis, and...

Artificial intelligence (AI), particularly generative AI as applied in content creation, has become a research topic of significant...

Since its emergence in December 2022, ChatGPT has sparked widespread discussion, leading to the rapid adoption of Large Language Models...

In fields such as social sciences, economics, and behavioral sciences, qualitative interviews have long been a crucial means of obtaining...

As we bid farewell to 2024, we reflect on a remarkable year of innovation and achievement. Our journey began with the launch of several...

Imagine you're trying to organize thousands of comments about a product into main themes or topics. Traditionally, researchers either had...

Imagine if we could automate the discovery of groundbreaking scientific hypotheses, unlocking new possibilities faster than ever before....

This article, titled "Can Large Language Models Provide Useful Feedback on Research Papers? A Large-Scale Empirical Analysis", is a...

A new study published in the Proceedings of the National Academy of Sciences finds that the artificial intelligence chatbot GPT is an...

Anton Korinek, JOURNAL OF ECONOMIC LITERATURE The landscape of generative artificial intelligence (AI) has seen rapid evolution,...

Christopher A. Baila, aDepartment of Sociology, Duke University https://doi.org/10.1073/pnas.2314021121 This perspective article by...