Marketing

AI is expensive. Consumers must eventually pay the price.

Paul Fombelle and Mary Steffel finds that that apologizing when customers are unaware of a failure can backfire.

Northeastern University marketing professor Koen Pauwels was the recipient of the 62nd annual Robert D. Klein University Lecturer Award.

“The MBA strengthened my analytical skills, exposed me to modern business tools like AI, and gave me countless opportunities to apply what I was learning directly to my work.” – Binglei (Leilei) Zhou, MBA'23

Artificial intelligence took center stage in commercials during the Super Bowl, showcasing both the opportunities and concerns surrounding the technology's growing role in marketing. Professor Koen Pauwels says brands that highlighted AI's human benefits resonated most with audiences, while those leaning into futuristic or unsettling portrayals risked creating skepticism.

Dr. Amir Grinstein, Associate Professor of Marketing at Northeastern University's D'Amore-McKim School of Business, shares insights from his research, “Creating Social Change by Moving from i-level to g-level and s-level Interventions.”

“Don't set a long wish list with vague or all-or-nothing goals, and don't rely solely on willpower,” said Hristina Nikolova, an associate professor of marketing at Northeastern University's D'Amore-McKim School of Business.

Northeastern student Rebecca Zhao turned a TikTok trend into a successful jewelry business and now plans to relaunch and scale it with skills gained in college.

“The key is to help people feel empowered to make decisions, instead of feeling trapped by them,” Steffel says.