AI and Services: AMA Funds a Project by Andrea Ordanini and Anastasia Nanni

THE AMERICAN MARKETING ASSOCIATION FUNDS RESEARCH IN THE CONTEXT OF THE BNP PARIBAS CHAIR OF MARKETING AND SERVICE ANALYTICS

Andrea Ordanini, BNP Paribas Chair of Marketing and Service Analytics, and Anastasia Nanni, a PhD student in Business Administration and Management, are the recipients of a AMA-EBSCO Answers in Action grant. The grant, assigned by the American Marketing Association, is reserved for research projects that combine academic rigor and managerial relevance.
 
The awarded research project, provisionally titled Field Experiments for Understanding the Casual Effects of AI in Banking Services, is aimed at investigating the real-world effects of the introduction of Artificial Intelligence solutions in service encounters and will make use of the cooperation of the global provider of banking services BNP Paribas.
 
«As of now», Prof. Ordanini says, «when a bank teller needs in-depth information in order to meet a customer’s request, she calls colleagues at the headquarters or at an expert call center. We’ll start to observe what happens if the information is not provided by colleagues but by an AI. Eventually, we will identify the effects of different AI solutions on consumer behavior, employee attitude, and unit performance in the retail banking service sector».

by Fabio Todesco