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RPI Awarded Air Force Grant to Monitor Growing Traffic Between Earth and Moon featured image

RPI Awarded Air Force Grant to Monitor Growing Traffic Between Earth and Moon

As nations and private companies prepare to ramp up the number of missions to the Moon, researchers at Rensselaer Polytechnic Institute (RPI) and Texas A&M University have secured a $1 million grant from the Air Force Office of Scientific Research to develop a system to track and monitor resident space objects — including spacecraft, satellites and debris — moving through the vast cislunar space between the Earth and the Moon. The initiative, called RCAT-CS (Reconfigurable Constellations for Adaptive Tracking in Cislunar Space), will develop intelligent networks of sensor satellites that can be reconfigured to perform resilient tracking of objects as they maneuver through this complex orbital environment. "Right now, we're seeing an explosive growth in cislunar missions, including everything from commercial lunar landers and orbiters to next-generation spacecraft that secure national interests in this contested domain," said engineering professor Sandeep Singh, Ph.D., RPI’s lead investigator on the project. "But our ability to track what's happening out there hasn't kept pace. Ground-based sensor systems have blind spots and cannot reliably provide measurements. A space-based constellation is the answer, but placing spacecraft in orbit is expensive and solving the resource constraint problem is essential." The cislunar region presents unique challenges for space domain awareness applications. Competing gravitational forces from the Earth and the Moon create complex orbital dynamics, while the sheer distances involved make tracking difficult. When spacecraft and satellites perform maneuvers in this space or behave unexpectedly, current systems can lose track of them entirely. RCAT-CS will tackle these problems by designing constellations of space-based sensors that can dynamically reposition themselves based on what they're observing. Professor Singh and his colleagues will develop novel algorithms to detect maneuvers made by tracked objects, balance fuel costs, track performance of the sensing satellites, and quantify the uncertainties underlying it all. The system addresses critical safety and security needs as cislunar space becomes increasingly congested and contested. The research will also advance fundamental knowledge in orbital dynamics and autonomous space systems, with implications for mission planning, collision avoidance, and safe coordination of a growing cislunar economy. Additionally, the project will train the next generation of space engineers in cutting-edge technologies essential for American leadership in space operations. “Congratulations to Professor Sandeep Singh and his team on securing a research grant in the important area of lunar space exploration,” said Shekhar Garde, Ph.D., the Thomas R. Farino Jr. ’67 and Patricia E. Farino Dean of the School of Engineering. “RPI has always been at the frontier of space exploration, from George Low’s work on the Apollo program to the forthcoming Artemis II mission, led by Commander Reid Wiseman ’97.” “Professor Singh’s work will not only advance research, it will strengthen RPI’s recently launched Aerospace Engineering undergraduate program by bringing the latest research into our classrooms,” Garde added. Looking to know more?  Shekhar Garde, Ph.D. is available to discuss this topic. Simply click on his icon now to arrange an interview today.

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2 min. read
Men experience greater eye changes from spaceflight, while brain differences between sexes are subtle featured image

Men experience greater eye changes from spaceflight, while brain differences between sexes are subtle

A new study into how spaceflight impacts the human brain and eyes revealed notable sex differences in brain fluid shifts, with female astronauts showing a greater reduction in fluid around the uppermost part of the brain than their male counterparts. Led by Rachael D. Seidler, Ph.D., director of the University of Florida’s Astraeus Space Institute and professor of applied physiology and kinesiology, the study analyzed data from astronauts to determine how factors such as sex, age and body metrics relate to structural brain and eye changes after space travel. The findings, published in August in npj Microgravity, provide key information for protecting astronaut health on long-duration missions to the moon and Mars. This is one of the first studies to look at sex differences in the physiological response to spaceflight. “The data on sex differences in response to spaceflight are scant, given the historically low number of female astronauts.” — Rachael D. Seidler, Ph.D., director of the University of Florida’s Astraeus Space Institute In addition to changes in fluid around the brain, the team also found that a form of eye compression, a hallmark of Spaceflight Associated Neuro-ocular Syndrome known as globe flattening, was the most consistent eye change among crew members. “By far the most prevalent sign of eye changes that we observed was globe flattening, suggesting that this should be the primary monitoring target for ocular health,” Seidler said. “Interestingly, eye changes were more prevalent in males than females.” Globe flattening, when the back of the eyeball becomes slightly indented or pushed inward, might sound minor, but it can have significant effects on vision and raise concerns for long-duration space missions. Surprisingly, there was no strong link between brain structural changes and eye changes, suggesting that the effects on the eyes and brain may arise from distinct mechanisms rather than shared physiological causes. The research underscores UF’s growing leadership in space health science. Through the Astraeus Space Institute, Seidler leads multidisciplinary collaborations that connect neuroscience, physiology and space research to advance human performance and safety in spaceflight. “We used UF's HiPerGator computing cluster for our analyses in this study, enabling us to analyze our data at high speeds,” Seidler said. Read the full study in npj Microgravity.

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2 min. read
Creepy, crawly, and totally cool: Florida’s “spooktacular” spiders aren’t so scary after all featured image

Creepy, crawly, and totally cool: Florida’s “spooktacular” spiders aren’t so scary after all

As Halloween approaches, it’s the perfect time to spotlight some of Florida’s coolest and spookiest spiders —that aren’t so scary after all. Spiders are often misunderstood, but many are shy, harmless and downright fascinating. Lisa Anne Taylor, assistant research scientist at the University of Florida Institute of Food and Agricultural Sciences (UF/IFAS), said that spiders “get a bad rap and aren’t so frightening.” Here are 10 standout species that bring both cool, spooky vibes and ecological value to the Sunshine State. This Halloween, instead of fearing spiders, celebrate their mysterious style and ecological superpowers. They’re nature’s pest control, silk engineers and stealthy hunters. As Taylor puts it, “No one should be afraid of them.” For even more spider fun, check out Taylor’s kid-friendly coloring book, “Coloring with Spiders: Our favorites from Florida.” Black Widow The black widow is perhaps the most iconic Halloween spider, the OG creepy crawly, instantly recognizable by the red hourglass on its jet-black abdomen. Despite its reputation, black widows are shy and rarely bite unless provoked — like when someone slips on a shoe that the spider was hiding in. “Nobody should be scared of them; they should just not hold them. They should keep a respectful distance,” said Taylor, who works for the Department of Entomology and Nematology. Florida is home to both native southern and northern black widows. Brown Recluse  The brown recluse is feared but is actually very uncommon in Florida. Most “sightings” in Florida are misidentifications, and bites are rare. “They get blamed for a lot of things, but it’s rarely actually a brown recluse bite,” Taylor explained. Red Widow The red widow is a stunning native Florida spider with a black body with red and white splotches and bright red legs. Found only in Florida’s scrub habitats, this spider is rarely seen and even more rarely bites. Its vivid, spotted red-and-black patterns and elusive nature make it a mysterious and beautiful part of Florida’s spider diversity. Brown Widow The brown widow, an invasive species in Florida, is a close relative of the other widows but their venom seems to be less potent for humans. It has a dark-orange hourglass marking on its brown abdomen and is often identified by its spiky egg sacs. While it may look spooky, the brown widow is not aggressive and prefers to stay hidden in quiet corners. Like the black widow, it’s best to check shoes and outdoor gear before use for these stowaways. Golden Silk Orb Weaver The golden silk orb weaver, also known as the banana spider, adds dramatic flair to Florida’s landscapes with its large, golden webs that shimmer in the sunlight. Females can grow impressively large and display vibrant colors of gold, white and black. Their webs often span several feet, serving as natural Halloween decorations in gardens and forests. Ogre-faced Spider The ogre-faced spider is one of the more bizarre-looking and captivating spiders. With enormous eyes and a unique net-casting hunting style, it can see in near-total darkness and uses a silk net to snatch prey mid-air. During the day, it hangs motionless, resembling a twig. At night, it becomes a stealthy predator, making it a true Halloween terror to its prey. Regal Jumping Spider The regal jumping spider is a fan favorite, known for its iridescent green or pink jaws and bold, colorful patterns. These spiders are curious and often seem to watch humans with interest. “They’ve become internet famous,” said Taylor, noting that influencers even keep them as pets. They tend to be larger than other spiders, making them easy to hold, and they do well in a small terrarium. Green Lynx Spider The green lynx spider blends perfectly into Florida’s foliage with its bright green body and long, spiny legs. It’s a master of camouflage and a skilled hunter, often found on flowers and shrubs. Though it looks fierce, it poses no threat to humans and helps control garden pests. Taylor noted they’re common in gardens and flowerbeds and are great for natural pest control. Twin-flagged Jumping Spider The twin-flagged jumping spider is a tiny acrobat with oversized eyes and a curious nature. These spiders are known for their impressive leaps and use silk safety lines like bungee cords. Their bold movements and alien-like appearance make them a fun and fascinating species to watch. Though they may look intimidating, they’re completely safe for people – but horrifying to ants. “If you’re an ant, these are ferocious predators,” Taylor said. “They’re completely harmless to people, but they’re ant specialists.” Spitting Spider The spitting spider brings a comic-book twist to the mix. It spits sticky glue to trap prey, à la Spiderman, using a rapid-fire technique that’s highly effective against insects. These spiders are small and secretive, but their hunting method is one of the most unique in the arachnid world. For even more spider fun, check out Taylor’s kid-friendly coloring book, “Coloring with Spiders: Our favorites from Florida.”

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4 min. read
The keys to holiday happiness: Gratitude, giving and genuine connection featured image

The keys to holiday happiness: Gratitude, giving and genuine connection

The holiday ads insist that it’s the time for cheer, buying gifts and reconnecting with friends and family. Various factors – social media, remote work, politics – have made that more difficult than ever. There is hope: Research by the University of Delaware's Amit Kumar shows the path to genuine happiness this season. Kumar, assistant professor of marketing in UD's Lerner College of Business & Economics, offered the following three strategies. Gratitude: • Gratitude and giving thanks has benefits for both the giver and the receiver. It makes both parties feel good, and provides a real-life human connection at a time when those are hard to come by. "Investing in doing is a better route to social connection than spending on having." - Amit Kumar A shift in gift buying strategy: • Experiences can make for better gifts than trinkets, coats, jewelry or other items. There's a better chance of social connection if you're doing something rather than giving something. Type less, talk more: • It's important to keep in touch, but reconnecting during the holidays through a phone call or face-to-face interaction (virtually or in person) has a better chance of strengthening our bonds. More information on Kumar, who is also an assistant professor of psychological & brain sciences, can be found on his website. To contact Kumar directly and arrange an interview, visit his profile and click on the contact button. Interested reporters can also send an email to MediaRelations@udel.edu.

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1 min. read
UD physicists track one of the most powerful solar flares in nearly two decades featured image

UD physicists track one of the most powerful solar flares in nearly two decades

A massive solar flare – possibly the strongest recorded in nearly 20 years – has unleashed a wave of charged particles toward Earth, sparking radio blackouts across parts of Africa and Europe and triggering measurable increases in radiation levels worldwide. At the University of Delaware, physicists Pierre-Simon Mangeard and John Clem are closely monitoring the event through UD’s neutron monitor network, a global system that tracks cosmic radiation from observatories in Newark, Greenland, Canada, Antarctica and Hawaii. “This is a significant event, still in progress,” said Mangeard. The physicists are seeing a roughly 65% increase in ground-level radiation, which is possibly the largest since 2006.  These elevated readings are known as a Ground Level Enhancement (GLE) – a rare occurrence caused by high-energy particles accelerated by solar flares that penetrate Earth’s magnetic field and reach the surface. The data being collected now will help researchers better understand how such bursts of solar activity impact Earth’s atmosphere, communications systems and even aviation safety. Clem and Mangeard’s work at UD’s Bartol Research Institute and Department of Physics and Astronomy contributes to global efforts to monitor and predict space weather events, including solar storms and coronal mass ejections. The team’s continuous, real-time data help scientists worldwide assess potential disruptions to satellites, power grids and high-altitude flights. As analysis of this flare continues, UD’s neutron monitor network will remain a key resource for understanding how space weather events ripple through our planet’s systems. Experts available for interviews: • Pierre-Simon Mangeard, research associate, Department of Physics and Astronomy • John Clem, associate professor, Department of Physics and Astronomy To contact Mangeard or Clem, email mediarelations@udel.edu.

2 min. read
Record Breaking Turnout for NYC Early Voting featured image

Record Breaking Turnout for NYC Early Voting

Dr. Meena Bose appeared on WNYW-TV Fox 5 to discuss how the record-breaking turnout for early voting in New York City underscored public engagement in the mayoral race. “There is reporting that suggests total turnout on Election Day could approach 2 million. We haven’t seen numbers like that for a mayoral race in more than 30 years,” she said. Dr. Bose is a Hofstra University professor of political science, executive dean of the Public Policy and Public Service program, and director of the Kalikow Center for the Study of the American Presidency.

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1 min. read
We’re Awake 16 Hours a Day. We Spend 10 of Them Staring at Our Screens – and Most of Us Feel Powerless to Stop featured image

We’re Awake 16 Hours a Day. We Spend 10 of Them Staring at Our Screens – and Most of Us Feel Powerless to Stop

Do the math: We’re awake roughly 16 hours a day. We spend 10 of those hours staring at screens – phones, tablets, computers, TV, gaming devices. That’s 63% of our waking life. The first platform dedicated entirely to digital balance launching today reveals something even more startling: It's not that we lack willpower to change our behavior. It's that we lack confidence. New proprietary research from Offline.now shows that 8 in 10 people are ready to change their relationship with technology, but more than half are so overwhelmed with their digital habits, they don’t know where to start. “If you don’t learn how to manage the screens in your life, they will manage you,” says Eli Singer, Founder of Offline.now and author of Offline.now: A Practical Guide to Healthy Digital Balance. “When people tell us they feel overwhelmed, it’s not laziness. It’s a crisis of confidence. And confidence is something that can be built.” Digital Wellness Experts Address the Struggles No One Else Will These insights come from digital wellness experts in the Offline.now Digital Wellness Directory – a growing community of licensed professionals across North America specializing in ADHD, relationships, family dynamics, high-achievers, and sustainable behavior change. They’re not offering generic advice. They’re addressing specific digital struggles that define contemporary life. Psychotherapist Harshi Sritharan, who specializes in modern anxiety and ADHD, explains: “The biggest mistake people make is reaching for their phone or turning on their computer first thing in the morning. It injects your dopamine full of uncertainty. You’ve essentially told your brain the most important thing you have to do today is put out fires. I tell clients to delay that first scroll as long as possible and never hit ‘snooze’. You’re fragmenting your REM sleep and making yourself more exhausted. These aren’t willpower issues; they’re about understanding how blue light disrupts your circadian rhythm, especially for those with ADHD who already struggle with sleep regulation.” According to Sritharan, the breakthrough happens when people understand the dopamine cycles driving their dependence and “reframe how they connect with all their screens, whether it’s their phone, gaming console, or streaming TV.” High Achievers Can’t Unplug. The ‘Always-On’ Trap is Killing Productivity, Not Boosting It “A lot of high performers think they need better time management,” says Executive Function Coach, Craig Selinger. “But what they actually need are boundaries. They’ve built empires by being available 24/7, and their phones have become permission slips to say yes to everything.” The difference between old and new technology matters,” he explains. “Back in the day with TV, there was a clear demarcation of beginning and end, right? The episode ends and you move on. Now it’s like Minecraft or TikTok – there’s no ending. And mobility makes it sticky, because you’re physically carrying the drug with you, versus a TV that stayed in one room.” The breakthrough happens when they realize being unavailable on purpose isn’t a weakness. “Things like turning off notifications during deep work, or setting ‘do not disturb’ windows? Those aren’t luxuries. They’re the competitive advantages they’ve been missing.” Digital Dependency as a Third Party in a Relationship Licensed Marriage and Family Therapist Gaea Woods says digital devices are killing interpersonal relationships, not because tech is evil, but because “we use it unconsciously at the moments when connection matters most. When you’re scrolling at dinner, you’re telling your partner ‘my phone is more interesting and important than you’.” The breakthrough happens when couples set explicit agreements: response times, when devices go off-limits – and even what’s it’s OK with AI companions. “We’ve exited the era of meaningful communication without realizing it, and now we must deliberately rebuild it. Nature isn’t ‘Nice to Have’. It’s the Antidote to Screen Fatigue No One is Talking About After running a tech-free camp for 25 years, Personal Development Coach Mark Diamond says he’s seen what happens when kids get genuine face-to-face time interaction outdoors. “Their brains reset. The beauty and physical activity provide perspective that screens can never replicate. Digital dependency has eroded our ability to develop real human connections across all ages, not just teenagers. Screens should not replace the moments that define our wellbeing.” Why This Matters Now The stakes extend beyond personal frustration. Unchecked screen dependency is linked to rising rates of anxiety, deteriorating sleep quality, relationship breakdown, and what mental health experts call “continuous partial attention”, a state where we’re always connected, but never fully present. The Data Reveals When Change is Possible Beyond the confidence divide, Offline.now’s research uncovers the precise moments when users are most open to shifting their digital habits: Evenings from 6 pm-11:59 pm emerge as the “Go Time” window. 40% of self-assessment responders peak readiness to act. Sunday is “Reset Day, when 43% want to set boundaries for the week ahead. Saturdays offer natural opportunities for self-compassion and rest. Afternoons become the “Overwhelm Window”, with 57% feeling consumed by their screens. Critically, Fridays – despite having the highest overwhelm factor – are the worst time for interventions. Users are depleted and change rarely sticks. The Framework That Powers the Platform At the platform’s core is the Offline.now Matrix, a behavioral framework that maps the confidence and motivation levels of users to reveal their starting point: Overwhelmed, Ready, Stuck, or Unconcerned. Based on Singer’s book, Offline.now: A Practical Guide to Healthy Digital Balance, the approach replaces willpower-based advice with microlearning strategies – each taking 20 minutes or less – that track emotional triggers rather than just screen time totals. It offers 100 real-world alternatives to scrolling, from reorganizing a drawer to visiting a thrift shop, and reframes slip-ups as data, not disasters. “The books shows that lasting change doesn’t require deleting Instagram or TikTok tomorrow,” says Singer. “You need to win one personal victory today, and then another tomorrow. That’s how confidence rebuilds.” Propelled by University of Toronto’s Innovation Ecosystem Offline.now is a University of Toronto-affiliated startup, leveraging one of the world’s most powerful innovation networks. U of T is ranked among the top five university-managed business incubators globally and has helped create more than 1,500 venture-backed companies and secured more than CAD$14 billion in investment over the past decade. How Offline.now Works For individuals and families: Take the free self-assessment quiz using the Offline.now Matrix to map your motivation and confidence levels in under three minutes. Receive instant access to practical strategies, curated resources, and a searchable directory of digital wellness experts organized by specialty, location, and insurance coverage. For digital wellness professionals: Join a growing community of licensed mental health practitioners, certified behaviorial coaches, and registered social workers by creating your profile at Offline.now. The platform provides new client leads, professional development opportunities, and visibility in a rapidly expanding market. About Offline.now Offline.now is the first global platform dedicated entirely to achieving digital balance. Founder and author Eli Singer built one of North America’s first social media agencies before seeing technology shift from community-building to attention-harvesting. As a parent, he experienced firsthand the struggle to maintain digital balance. The platform combines proprietary behavioral research, expert guidance and counselling from licensed professionals, and science-backed strategies to help individuals and families build healthier relationships with their screens. Visit Offline.now at https://offline.now Expert Interview Availability Offline.now can arrange interviews with: Eli Singer, Founder – Vision for digital wellness; behavioral data insights Harshi Sritharan, Psychotherapist – Dopamine cycles, ADHD, anxiety and intentional tech use Craig Selinger, Executive Function Coach – Digital distraction in high achievers, family dynamics, ADHD Mark Diamond, Personal Development Coach – Outdoor wellness, sustainable behavior change, happiness, connection Gaea Woods, Licensed Marriage and Family Therapist – Communication, digital third-party relationships, phubbing Additional Resources Free self-assessment quiz - The Offline.now Matrix: https://offline.now/quiz Expert directory and booking: https://offline.now/experts/ Join the directory: https://offline.now/join/ Order Offline.now: A Practical Guide to Healthy Digital Balance: https://offline.now/book/

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6 min. read
Acing AI interviews: Career expert on strategies for job seekers featured image

Acing AI interviews: Career expert on strategies for job seekers

AI-conducted interviews are becoming a standard step in the hiring process, but many job seekers still aren’t sure how to handle them. University of Delaware career expert Jill Gugino Panté says candidates should treat these algorithm-driven interviews with the same seriousness as traditional ones and details how this can be done. Panté, director of UD’s Lerner College Career Services Center, can discuss what today’s AI interview platforms really measure – from confidence and tone to eye contact and facial expressions –  and how job seekers can stand out. She can also explain what recruiters are looking for in the AI-generated summaries that often determine who moves to the next round. Panté’s expert tips include: • Check equipment to make sure everything is working and the software is updated; turn off all notifications to avoid distractions and set up the space with good lighting, a neutral background. • Smile and maintain your energy, as some AI software will assess your tone and engagement. • Prepare as you would for any other interview - review the job description, research the organization, use the STAR method (Situation, Task, Action, Result) when providing examples. • Be sure to look at the camera and not the screen. It might feel awkward but that’s technically where the "eye contact" will be. • Some platforms will allow you to review your recording before submitting. Use this opportunity to take notes about your body language, pacing and clarity. To contact Panté directly and arrange an interview, visit her profile and click on the connect button. Interested journalists can also send an email to MediaRelations@udel.edu.

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2 min. read
Mosquito-borne disease research featured ahead of climate conference featured image

Mosquito-borne disease research featured ahead of climate conference

University of Florida medical geographer Sadie Ryan, Ph.D. is among the international scientists whose work is featured in the forthcoming “10 New Insights in Climate Science” report, which will be presented at the United Nations COP30 Climate Conference on Nov. 10. Ryan’s research, which examines how climate change influences the spread of mosquito-borne diseases such as dengue, contributed to a newly generated global map illustrating where shifting temperatures and rainfall patterns are making conditions increasingly suitable for disease transmission. “A lot of my research is about how vector-borne diseases are going to move as the climate changes, and what that means for where and when transmission can happen,” Ryan said. “Climate change isn’t the only driver of dengue’s spread, but we are seeing the bleeding edge of climate shifting those distributions, where it’s warm enough for long enough and wet enough at the right times for outbreaks to take off.” According to Ryan, the map included in the report is based on the most recent generation of climate models and directly illustrates how climate suitability for dengue is changing around the world. Produced annually by Future Earth, the Earth League and the World Climate Research Programme, the report synthesizes the most important developments in climate research at the intersection of climate, health and policy on the world stage.

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1 min. read
Generative AI may help turn consumers into active collaborators and creators, study finds featured image

Generative AI may help turn consumers into active collaborators and creators, study finds

In the advertising world, generative AI is transforming the way brands connect with consumers, turning audiences from passive viewers into active creators who can shape and personalize campaign content. A recent study in the International Journal of Advertising, conducted by researchers at the University of Florida’s College of Journalism and Communications, determined that by letting people use AI tools to create images that fit a brand’s style, companies can invite customers to take part in their campaigns. This hands-on approach makes consumers feel more empowered, which can lead to more positive feelings about the brand and a higher likelihood of buying its products. “I came across the Coca-Cola and Heinz campaigns and was amazed by how AI can be used to transform and empower consumers,” said Yang Feng, Ph.D., an associate professor in artificial intelligence in the UF Department of Advertising, who co-conducted the study with assistant professor Yuan Sun, Ph.D. “This inspired me to reach out to Yuan to explore a potential collaboration.” The project began in 2023 following the success of Coca-Cola’s “Create Real Magic” campaign and Heinz’s “AI Ketchup” campaign, both of which allowed customers to engage directly with the brands using generative AI. To test the effectiveness of these types of campaigns, Feng and Sun set up two surveys. The first was given to participants to evaluate their familiarity with generative AI tools and the ways participants used them. This survey illuminated three areas that users felt were enhanced by generative AI: collaboration, creation and communication, which Feng and Sun refer to as the 3C framework. For the second survey, Feng and Sun mocked up a website for Harbor Haven Coffee, a fictional coffee brand committed to sustainability and ethical coffee bean sourcing. “We wanted a company that resonated with as many people as possible,” Sun said. “One of the other goals of the first survey was to find what participants cared about most, which is how we came up with the brand’s eco-friendly mission.” Along with the company’s description and mission statement, a generative AI tool was added to the homepage, encouraging participants to utilize it to produce images using prompts that fell within the brand’s guidelines. While participants were free to put whatever they wanted into the prompt box, each participant got back the same pre-generated image in order to reduce confounding factors. Participants were then asked a final round of questions to get a sense of how participating in this campaign made them feel. Findings from the surveys showed that incorporating generative AI into advertising campaigns increased the chances of turning potential customers into empowered consumers, or individuals who actively participate in brand development rather than passively receive ad content. Feng and Sun found that the reasons behind this empowerment were tied to their 3C framework. First, the collaborative nature of these campaigns fosters a sense of agency in the advertising process. Second, the reciprocal nature of human-generative AI communications boosts consumer confidence by making people feel more in control. Finally, directly engaging consumers and facilitating their creativity through AI builds stronger consumer relationships and reinforces positive brand associations. “This sense of empowerment can be further strengthened with a user interface that facilitates seamless human-generative AI interaction, which is my specialty,” Sun said. “It should prioritize user-friendly features, clear instructions for prompting GenAI and intuitive navigation to enhance the user experience.” However, among the benefits, the researchers also found a potential downside that could limit the success of these kinds of campaigns in the future. “Once AI’s creation capacity surpasses a certain point, consumers may start to feel overwhelmed and no longer view the output as their own creation but rather as the work of the AI, which ultimately diminishes their sense of empowerment,” Feng said. To this end, Feng intends to continue researching the 3C framework. Generative AI could play a big role in advertising going forward, and she hopes to explore its interpretive power in new contexts.

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3 min. read