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AI-powered cruise control system may pave the way to fuel efficiency and traffic relief
The CIRCLES Consortium, consisting of Vanderbilt University, UC Berkeley, Temple University and Rutgers University-Camden, in coordination with Nissan North America and the Tennessee Department of Transportation, concluded a five-day open-track experiment on Nov. 18. Congestion Impacts Reduction via CAV-in-the-loop Lagrangian Energy Smoothing (CIRCLES) Researchers tested an AI-powered cruise control system designed to increase fuel savings and ease traffic using 100 specially equipped Nissan Rogue vehicles. The experiment—which ran from Nov. 14 through Nov. 18 on a sensor-filled portion of Interstate 24—is based on the results from an earlier, closed-track study where a single smart vehicle smoothed human-caused traffic congestion, leading to significant fuel savings. A single AI-equipped vehicle could influence the speed and driving behavior of up to 20 surrounding cars, causing a kind of positive ripple effect in day-to-day traffic. The CIRCLES Consortium will spend the next several months analyzing data collected on the AI-equipped vehicles and their impact on the flow of traffic over the duration of the experiment. The test was conducted on the recently opened I-24 MOTION testbed, the only real-world automotive testing environment of its kind in the world. Stretching for four miles just southeast of downtown Nashville, the smart highway is equipped with 300 4K digital sensors capable of logging 260,000,000 vehicle-miles of data per year. The CIRCLES Consortium research is supported by the National Science Foundation and the U.S. Departments of Transportation and Energy. Support was also provided by Toyota North America and General Motors. The experiment included Toyota RAV4 and Cadillac XT5 vehicles. Preliminary vehicle and traffic flow detection in the I-24 Mobility Technology Interstate Observation Network (MOTION). “On November 16 alone, the system recorded a total of 143,010 miles driven and 3,780 hours of driving. The I-24 MOTION system, combined with vehicle energy models developed in the CIRCLES project, provided an estimation of the fuel consumption of the whole traffic flow during those hours. The concept we are hoping to demonstrate is that by leveraging this new traffic system to collect data and estimate traffic and applying artificial intelligence technology to existing cruise control systems, we can ease traffic jams and improve fuel economy,” the CIRCLES team said in a joint statement. “Nissan has always been a pioneer in automotive innovation, and with our long-term vision, Nissan Ambition 2030, we know our future is autonomous, connected and electric,” said Liam Pedersen, deputy general manager at the Nissan Alliance Innovation Lab in California’s Silicon Valley. “CIRCLES shares our common goal of building a safer, cleaner world by empowering mobility.” “When it comes to transportation and mobility in Tennessee, we are at a critical juncture,” said Deputy Governor and TDOT Commissioner Butch Eley. “Traffic congestion is now becoming more prominent throughout Tennessee, and not just in urban areas. Addressing these challenges will force us to think critically about solutions, as transportation infrastructure projects traditionally are not identified nor completed before traffic congestion more dramatically affects our quality of life. One of these solutions is greater use of technology to enhance mobility. We are confident that this project and others like it will further strengthen Tennessee’s reputation for being a hub of automotive excellence.” “The I-24 MOTION project is a first-of-its-kind testbed, where we’ll be able to study in real time the impact connected and autonomous vehicles have on traffic in an open road setting,” said Meredith Cebelak, adjunct instructor in civil and environmental engineering at Vanderbilt and Tennessee transportation and transportation systems management and operations department leader at Gresham Smith. “The permanent infrastructure has been designed and installed, meaning the testbed will always be ‘on’ and available to researchers. By unlocking a new understanding of how these vehicles influence traffic, vehicle, infrastructure, and traffic management strategies, design can be optimized to reduce traffic concerns in the future to improve safety, air quality and fuel efficiency.” “Partnership across universities, government and the private sector is the key to pioneering projects like this one,” Vice Provost for Research and Innovation Padma Raghavan said. “From its earliest inception, all the partners in this effort have played vital roles. That trusted collaboration continues as the team analyzes results to seek new insights to address pressing challenges in transportation in Tennessee and beyond.”
#Expert Insight: Price Image Formation: When is HILO low?
When consumers choose where to shop, they often consider a store’s price image —does the store have a reputation for having lower or higher prices than its competitors? A store’s reputation for lower prices doesn’t happen by chance. Choosing a pricing strategy is one of the biggest pricing decisions a retailer makes. In “When is HILO Low? Price Image Formation Based on Frequency versus Depth Pricing Strategies,” a recently published paper in the Journal of Consumer Research, co-authors Ryan Hamilton, associate professor of marketing, Ramnath Chellappa, associate dean and Goizueta term professor of information systems and operations management, and Daniel Sheehan, associate professor of marketing and supply chain at the University of Kentucky’s Gatton College of Business and Economics, explore a gap in existing pricing strategy research. “Our research doesn’t threaten the validity of the previous research,” said Hamilton, “but what it does do is point to the limited generalizability of the previous research.” This is because previous pricing strategy research used the same research paradigm: It emphasized consumers’ perspectives as they compared prices simultaneously across multiple stores. Hamilton, Chellappa, and Sheehan wondered what would happen if they studied consumers as they compared prices of products within a store, instead of across stores. When they did so, the authors found that “many of the prominent findings of previous research are reversed,” they wrote. “We propose that when stores’ prices are evaluated one at a time, or in isolation, consumers will rely on the most salient contextual clues available—within-category price information—when forming a price image.” For example, rather than research the price of peanut butter across multiple grocery stores, shoppers often evaluate the price of peanut butter by comparing the prices of the brands on the shelf in front of them. To illustrate their point, the authors explore two basic pricing strategies: a frequency pricing strategy and a depth pricing strategy. Every Day Low Pricing (EDLP) is a frequency strategy where stores offer small price advantages over their competitors on many items. Walmart employs an EDLP strategy. A common depth strategy is a high-low (HILO) pricing strategy. HILO offers infrequent, but deep, price advantages over competitors. Macy’s utilizes this strategy. “The conventional wisdom is that EDLP equals low price,” explained Hamilton. But he and his co-authors argue that in a non-theoretical environment, the effectiveness of EDLP strategies is less clear. The trio hypothesized that the context in which consumers encounter prices has important implications. Specifically, that the frequency advantage of EDLP identified in earlier research was limited to those scenarios where customers were able to simultaneously compare prices across multiple stores. In contrast, they argue that a depth advantage, one resulting from HILO pricing, will be more likely when consumers evaluate store prices separately. “Without simultaneous comparisons across stores, consumers shift from using across-store prices as reference points to using within-category reference prices. As a result of this shift, deep price advantages are easier to evaluate than frequent price advantages and therefore more influential on customers’ formation of price image,” they write. “Because our theoretical account is based on within-category external reference prices, we predict that a depth store is likely to be evaluated as having a lower price image than a frequency store even when consumers are exposed to the prices of just one store,” they write. The authors tested their hypothesis using six separate experiments. All but one of the experiments studied national brands commonly found in grocery stores. (The other experiment used televisions.) In the experiments where participants saw store prices simultaneously, the experiment replicated the frequency advantage noted in previous research. But when participants did not have simultaneous price information across stores, the previous findings didn’t hold “What we found is that if you distance those prices comparisons even a little bit -showing a price on one webpage and then seeing a price on another webpage - that’s enough to completely reverse the findings,” explained Hamilton. In an isolated setting, “a couple of really low prices” will better communicate a store’s low-price image, said Hamilton. “That’s the big story.” While excited about the findings of their research, Hamilton is quick to point out the limits of their hypothesis, such as when pricing information isn’t readily available or when the consumer isn’t familiar with the brands of the product they wish to buy. “People want a simple answer that works everywhere, but it’s more nuanced than that,” said Hamilton. “This [hypothesis] is going to work better under certain set of circumstances than others because people process price information differently.” The insights aren’t only useful for retailers. While using a store’s price image to shop can be efficient from a consumer standpoint, assuming that the prices are low solely because the store has a reputation for low prices isn’t always the case. A retailer’s price image has vulnerabilities. Not everything at Costco is cheaper than it is at Whole Foods. Southwest Airlines may not always be cheaper than Delta Air Lines. “If you’re shopping for things you really care about,” advised Hamilton, “it might be worth doing more across-store price comparisons.” Chellappa is excited about how the paper addresses gaps in traditional economic models of pricing. “While much research in economics and information systems focuses on the availability of information for price comparison, the cognitive aspect of ‘how’ consumers compare and process such information is only explicated by studies such as ours. Looking at pricing through a behavioral lens, capturing consumers’ real shopping behavior reveals great insights that will be useful for firms,” he said. Interested in learning more about consumer behavior and Price Image Formation Based on Frequency versus Depth Pricing Strategies? Then let us help with your coverage and questions. Ryan Hamilton and Ramnath Chellappa are both available to speak regarding this important topic - simply click on either expert's icon now to arrange an interview today.
Goizueta Faculty Member Uncovers Impact of Remote Learning on Educational Inequality
In 2020, the world went into lockdown. Learning in school became learning from the couch. Rather than listening to teachers in-person behind a desk, high school students had to find a computer to stream their lectures and lessons. What happens to educational inequality in a digital-first, remote-learning environment? Whereas students are traditionally bound by their brick-and-mortar schools and the limitations of funding in those areas, what happens when the walls are removed and students have access to the teachers, knowledge, and peers from other areas? Ruomeng Cui and co-researchers, Zhanzhi Zheng from University of North Carolina at Chapel Hill and Shenyang Jiang from Tongji University, decided to find out. In their 2022 paper, currently under review, Cui and her colleagues looked at the performance of high school students in developing and developed regions of China. We thought that remote learning might reduce the inequality gap in education because when students are learning off-line, they’re restricted by their local resources. “It’s quite obvious that developing regions don’t have good resources, experienced teachers, or competitive peers—they often have inferior educational resources in comparison to developed regions,” explains Cui, associate professor of information systems and operations management. “We thought the accessibility of remote learning could help reduce this knowledge gap and help students in developing regions improve their learning outcomes.” Analyzing Education in Developed and Developing Areas The idea for the paper, “Remote Learning and Educational Inequality,” published earlier this year, stemmed from another of Cui’s papers, which looked at the academic productivity of women as a result of the COVID-19 lockdowns. “We wanted to study whether the switch to remote learning impacts educational inequality. Does it make it better or worse?” says Cui. “We are the first ones to offer empirical evidence on such a granular level about a large-scale data set.” The group analyzed the Chinese college entrance exam from 2018 through 2020, which students take during the last few weeks of high school; the test score is a requirement for undergraduate admission in China. It’s common for high schools to announce the number of students who scored 600 or higher (out of 750 total points). Using 1,458 high school exam results from 20 provinces, the group found that in 2020, when remote learning became the norm, “the number of students scoring above 600 points in developing regions increased by 22.22 percent,” in comparison to developed regions. Remote learning significantly improved learning outcomes of students in developing regions. We should think about encouraging the adoption of remote learning in education However, Cui and her co-researchers wanted to go a step further. Because the entrance exams are summaries of student data, they surveyed 1,198 students to drill down and ensure that these results came from remote learning rather than other factors. Respondents were asked to rate aspects of their remote-learning experience, such as access to digital devices, their proficiency in using software, how reliable their internet was, how they interacted with peers and teachers, and their access to online educational resources. The researchers found that students in developing regions were able to better connect with peers and teachers, and the students believed that “their learning efficiency was greater” because of the remote learning. Education inequality is not only a problem in China. It’s everywhere. It’s across the world. Having access to better educational resources online can be applied anywhere. However, the one caveat to their findings: Remote learning is beneficial, but students need devices and the infrastructure to support online learning, which is often lacking in developing regions or underserved areas. “We need to support, build, and develop the digital technology capability that enables the effectiveness of remote learning,” says Cui. Are you a reporter looking to know more about the impact COVID had on education and how inequality plays a role in how we educate students during a pandemic? Then let us help with your coverage and questions. Ruomeng Cui is an Associate Professor of Information Systems & Operations Management at Emory University's Goizueta School of Business. Ruomeng is available to speak with media regarding this topic - simply click on her icon now to arrange an interview today.
ChristianaCare Launches Supplier Diversity Program
Making the organization more reflective of the patients and communities we serve To advance its commitment to diversity and inclusion, ChristianaCare has launched a supplier diversity program – the first among hospitals in Delaware – that supports greater equity among suppliers and provides equal access to purchasing opportunities at the health system. The new program opens the door for small and diverse businesses owned and operated by ethnic minorities, women, veterans, service-disabled veterans, LGBTQ+ individuals and persons with disabilities to do business with ChristianaCare. “ChristianaCare’s commitment to expand and strengthen our partnerships with diverse vendors and suppliers is integral to our strategic plan to embed equity throughout our operations and culture,” said Jennifer Garvin, vice president of Supply Chain at ChristianaCare. “As the largest private employer in Delaware, we want to continue to grow and develop our diverse network of suppliers and vendors and obtain the best products at the best price. “This program gives us a platform to connect with smaller, historically disadvantaged firms. “We often look to the suppliers and business partners in our supply chain to bring new ideas and fresh insights to the table – and we believe everyone should have a seat at that table,” Garvin said. “By formalizing our commitment to supplier diversity, we are making ChristianaCare more reflective of the patients and communities we are privileged to serve.” By emphasizing a culture of diversity throughout their business operations, organizations tend to attract and retain top talent, increase employee satisfaction, outperform competitors and make better business decisions, according to research published by McKinsey & Company on the impact of diversity on businesses. “By being purposeful where we purchase our goods and services, we can make a meaningful, measurable and lasting impact on the wellbeing of our neighbors and our local economy,” said Etmara Offe, senior program manager of Supplier Diversity at ChristianaCare, and the first person to hold a position dedicated to supplier diversity at a health system in Delaware. “We want to ensure that a wide range of diverse suppliers and vendors have opportunities to work with us by growing and developing our network through outreach and educational programs,” she said. Offe said that plans are in the works for a supplier mentoring program and outreach events in the year ahead. For more information, visit ChristianaCare Supplier Diversity – ChristianaCare. Diverse businesses can apply using the Potential Supplier Intake Form on the website.
New data shows real value of on-campus student engagement - Georgia Southern
Students celebrate the first week of classes for the Fall 2022 semester at the Welcome to the Nest Block Party, part of programming for The Eagle Experience. Planning and attending student events on a college campus may sound like it’s all fun and games, but new data from Georgia Southern University shows there are real benefits for the students and for the university when students engage in on-campus activities. A recent analysis by Georgia Southern’s Institutional Research office of first-year students who attended at least one event during the 2021-22 school year showed that students who attended at least one event returned this year at a rate of 79.4%. That figure is more than seven percentage points higher than the University’s overall freshman retention rate of 72%. “National data has consistently shown that the more engaged a student is with the university, the greater their chance of succeeding in college. It’s very satisfying to now have data to show the value of student programming and events at Georgia Southern,” said Shay Little, Ph.D., the University’s vice president for student affairs. Student affairs has been collecting student participation data since the university launched “the Eagle Experience” in fall 2020. The following year, the program, a collaborative cross-university effort to ensure new students’ successful transition to the Georgia Southern college experience, won a 2021-22 National Association of Student Personnel Administrators (NASPA) Excellence Bronze Award. Now, data show that students are re-engaging after two COVID-influenced years that impacted many of Georgia Southern’s operations and activities. Total attendees measured at Georgia Southern events on all three campuses rose from 55,124 in fall of 2021 to 79,408 in fall of 2022. That’s a 44% increase in students who checked in during at least one of more than 1,000 events. Fall 2022, the numbers show: 1,162 total events 79,408 total attendees 370 Armstrong Campus events that attracted 13,116 attendees 662 Statesboro Campus Tagged Events that attracted 62,335 attendees 82 different departments or registered student organizations hosted events “It’s clear that we are reaching our Eagle Experience goals of engaging and retaining our students,” Little said. “We intend to foster a transformative student experience where students have fun, find a place to belong, and have opportunities to learn while enhancing their academic experience. These results are very encouraging.” Looking to know more - then let us help. Shay Little, Ph.D., is available to speak to reporters about the importance and success of student engagement. For more information or to arrange an interview - simply reach out to Georgia Southern Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Experts in the Media: Georgia Southern investing $1.2 million to upgrade campus security cameras
Georgia Southern University is planning a major upgrade to its campus security cameras and video technology. With approximately $1.2 million budgeted, the University will upgrade the cameras in the resident halls and other buildings in Statesboro, Savannah and Hinesville to bring the current cameras from analog to a digital platform. Additionally, new cameras will be placed at entrances to theirr campuses that can tie into those from other law enforcement agencies. The end result will be an interconnected network of cameras across the region. The new technology package includes state-of-the-art Flock cameras, which are motion-activated and record license plate numbers of any vehicle that comes into the hall parking lots. Flock Safety’s “Vehicle Fingerprint” technology lets police search the video by vehicle make, color, type, license plate, state of the license plate, missing plate, covered plate, paper plate, and unique vehicle details such as roof racks, bumper stickers, and more. The cameras can be used to look for a specific suspect or a vehicle that has been entered into law enforcement databases. Additionally, the University can use Flock for investigative purposes as well by going back and looking for any cars that fit a certain profile if it was associated with a crime or if there was a gunshot detected nearby. “This upgrade allows us to add more cameras, extend our reach, add storage and searching capabilities and better integrate our cameras into other video surveillance networks in use by local law enforcement,” said Georgia Southern University Police Chief Laura McCullough. “This is a major step forward in our ongoing work to keep our campus safe.” The new equipment will add to, and augment, Georgia Southern’s network of more than 1,800 video cameras on its three campuses. The project will begin in the coming weeks and is expected to be completed by the start of the fall 2023 semester. The announcement has garnered a lot of attention, especially with local media and publications covering security. If you're a journalist looking to know more about this announcement or speak to an expert about campus security and safety - then let us help with your coverage. Georgia Southern University Police Chief Laura McCullough is available - simply reach out to Georgia Southern Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Augusta University’s second annual Healthy Georgia Report has been released, offering a snapshot of health in the Peach State as compared to not only neighboring states, but also the entire country. While Georgia’s population is doing well in some key health factors, researchers also found areas that could benefit from more awareness and public policy action. Biplab Datta, PhD, assistant professor in the Institute of Public and Preventive Health and the Medical College of Georgia’s Department of Population Health Sciences, collaborated with other IPPH faculty and staff to update the report and add new categories this year. The goal of the report is to connect with lawmakers, community leaders and researchers, stimulate conversations about public health needs and promote action, such as greater community engagement, research for informing effective policies and appraisal of required funds. “We need to make lawmakers aware of the public health situation in the state of Georgia,” said Datta. “We hope this report will help identify areas that need policy attention. It can also play an important role in bridging the gap between researchers and policymakers.” Using 2021 data from the Behavioral Risk Factor Surveillance system, the National Survey of Children’s Health, the American Community Survey and the Center for Disease Control and Prevention’s COVID Data Tracker website, the report was compiled on numerous health topics. Some categories studied include high cholesterol, hypertension, obesity, arthritis, asthma, cancer, cardiovascular diseases, alcohol consumption, diabetes and more. It also broke down each category by age, sex, race, income level and other socioeconomic indicators to get a full representation of the data. New to the study this year is an in-depth look at health insurance coverage, COVID-19 vaccinations, breastfeeding, child maltreatment, and unmet healthcare need of children. Georgia ranks 49th in the nation when it comes to health insurance coverage. That was a surprise to Datta. “I didn’t expect the numbers to be that bad, but I think it also indicates the scope of work that we need to undertake to improve insurance coverage in Georgia,” he said. Another surprise was the low rate of flu vaccination in Georgia. “We know there is a difference between whites and Blacks in the U.S. But when we look at and compare Black people in Georgia with Blacks in the rest of the southeastern states, we see the flu vaccination rate was significantly lower among Blacks in Georgia. This is an issue that warrants further research to understand the underlying causes of such disparity,” said Datta. As it was a year ago, hypertension remains a concern. There are several issues involved when talking about hypertension but there are also straightforward ways to improve the condition Datta said. “I think one of the core components of hypertension control is just changing some behavioral stuff. If we just reduced the sodium content in our daily diet, if we do regular physical exercise for a certain amount of time that will significantly improve our hypertension management. Community-level initiatives to make people aware of these things can make a real difference,” said Datta. Residents in Georgia are doing better in several areas such as obesity, cancer rates, asthma prevalence and depressive disorders. Datta said it’s important to recognize these improvements so we can learn from them. “We need to figure out where we are doing well and use that experience in areas where we are not doing so well. It will help us move toward the right direction.” He added it’s important to always be looking for ways to evolve the study, and that includes adding new categories when enough data is available. “We didn’t cover sexually transmitted diseases in this year’s report, which we would like to add when data will become available. We’d also like to add teenage pregnancy, maternal health issues, gun violence and opioid use,” he said. Looking to learn about health in the Peach State? Then let us help. Biplab Datta is available to speak with media regarding this important topic. Simply click on his icon now to arrange an interview today.
#ExpertPerspective: Did the Covid-19 Pandemic Change Perspectives on Inequality?
Did the COVID-19 pandemic have a silver lining? According to Professor Andrea Dittmann and an interdisciplinary team of researchers, the answer is, “Yes.” In 2020, when it became clear that the COVID-19 pandemic would upend daily life, Andrea Dittmann decided the research she’d been doing could wait. Typically, Dittmann, Assistant Professor of Organization & Management, studies the sources of—and solutions to—inequality in the workplace. “The pandemic is a very distressing thing, but from a research standpoint it’s fascinating to study,” Dittmann said. “The pandemic laid bare all of the inequalities that I’ve been studying for years.” Dittmann, along with colleagues Ellen Reinhart and Hazel Rose Markus from the Department of Psychology, Stanford University; Rebecca Carey, Department of Psychology, Princeton University; Nicole Stephens, Management and Organizations, Northwestern’s Kellogg School of Management; and Hannah Birnbaum, Organizational Behavior Area, Olin Business School at Washington University in St. Louis, decided to study how experiencing personal harm as a result of the Covid-19 pandemic influenced people’s attitudes and behaviors towards equality. In their paper, “Personal Harm from the Covid-19 pandemic predicts advocacy for equality,” published in the January 2023 issue of Journal of Experimental Social Psychology, the researchers write that experiencing greater personal harm in the early stages of the pandemic was “associated with increased advocacy for equality one year later.” These findings are noteworthy. For decades, psychologists have studied Americans’ tendency to rationalize existing inequality as a consequence of individual or “internal” attributes (e.g. differences in work ethic) rather than as a product of larger structural, external, and uncontrollable factors such as bad luck, discrimination, or differences in educational opportunities. “Americans tend to explain people’s life outcomes as free from the constraints of history, other people, and social systems. Instead, life outcomes are seen as a product of individuals’ personal preferences, choices, or enduring characteristics,” they write. Lessons from Firsthand Experience While previous studies have shown that increasing a person’s exposure to inequality—for instance, working in an under-served school or participating in a poverty simulation—can increase people’s endorsement of external attributions for inequality, the COVID-19 pandemic presented the researchers with a real life opportunity to test their hypothesis: that an individual’s firsthand experience of personal harm due to an external force beyond his or her control “will be associated with an increase in their advocacy for equality over time,” they write. Firsthand exposure to inequality confronts people with information contrary to the dominant narrative; it demonstrates how forces beyond individuals’ control can shape people’s opportunities. To conduct their study, the authors recruited a balanced sample (in terms of gender and educational level) of approximately 1500 U.S. citizens between the ages of 18-70. Over the course of a year, they surveyed the participants three times—in May 2020, October 2020 and May 2021. Participants were asked whether they had experienced personal harm as a result of the pandemic (such as disruptions to sleep, poor mental health, financial difficulties, contracting the disease, or having a friend/family member die from the disease) and whether or not experiencing such harm was associated with greater endorsement of external attributions for inequality. Increased Advocacy: A Silver Lining To measure attitudinal and behavioral advocacy for equality, the study included questions about whether there should be universal healthcare, whether the government should provide stimulus checks to help people meet basic needs, and whether or not participants had done anything to combat inequality as a result of the personal harm they had experienced. Had they contacted a public official to express support for reducing social or economic inequality? Had they posted or shared content online that related to reducing social or economic inequality? Even when we ran the most conservative statistical tests, we were still seeing this meaningful relationship between experiencing personal harm and changing your attitude towards inequality and being more willing to stand up and do something about inequality. It speaks to the importance of having direct experience with something that has a disproportionate effect on your life. Dittmann doesn’t know if these attitudinal shifts will be permanent, but she believes the results of the study suggest that research interventions, like asking people to think about people they know who are affected by “large, external shocks” such as climate change or a natural disaster, “could be a way, experimentally, to get more people to see the link, to make these external attributions,” she explained. “While it’s of course awful that so many people experienced this harm due to the pandemic, if there is one good thing that came of it, people were able to shift their attitudes towards inequality. And very importantly, as someone who has done a lot of social psychological research, you don’t expect these effects to persist this long over time. They tend to be more transient. But this study suggests that these could be relatively long term effects.” Looking to know more? Then let us help with your media coverage or research. Andrea is an Assistant Professor of Organization & Management at Emory University's Goizueta Business School. She studies diversity and inequality, particularly employees' social class backgrounds, aiming to promote equity and inclusion at work. Andrea is available to speak with media - simply click on her icon now to arrange an interview today.
AI-Generated Content is a Game Changer for Marketers, but at What Cost?
Goizueta’s David Schweidel pitted man against the machine to create SEO web content only to find that providing an editor with bot-generated content trounces the human copywriter every time. Good news for companies looking to boost productivity and save cash, he says. But could there be other hidden costs? In December 2022, The New York Times ran a piece looking back on the year’s biggest consumer tech updates. The review was mixed. Ownership shifts in the world of social media garnered special mentions, but hardware innovations had been largely “meh,’ mused the Times. There was one breakthrough area that warranted attention, however: AI-powered language-processing tech capable of generating natural-looking text, the same technology that powers familiar chatbots. And one such technology could well be poised to “invade our lives in 2023.” Earlier in December, AI research lab OpenAI, released the latest update to its Generative Pre-Trained Transformer technology, an open source artificial intelligence. It’s latest iteration, ChatGPT, immediately went viral. Here was an AI assistant that sounded intelligent. Not only could it answer any question thrown its way without supervised training, but when prompted, it could also write blog posts, as well as find and fix bugs in programming code. ChatGPT could draft business proposals and even tell jokes. All of this at a speed that beggared belief. Since its first release in 2020, OpenAI’s GPT technology has powered through a slew of updates that have seen its capabilities leap forward “by light years” in less than 24 months, says Goizueta Professor of Marketing, David Schweidel. For businesses looking to harness this rapidly-evolving technology, the potential is clearly enormous. But aren’t there also risks that industry and consumers alike will need to navigate? Schweidel is clear that the academic community and initiatives such as the Emory AI Humanity Initiative have a critical role in asking hard questions—and in determining the limitations and dangers, as well as the opportunities, inherent in tech innovation—because, as he puts it, “these things are going to happen whether we like it or not.” Man Versus Machine To that end, Schweidel and colleagues from Vienna University of Economics and Business and the Modul University of Vienna have put together a study looking at how well natural language generation technologies perform in one specific area of marketing: drafting bespoke content for website search engine optimization, better known as SEO. What they find is that content crafted by the machine, after light human editing, systematically outperforms its human counterparts—and by a staggering margin. Digging through the results, Schweidel and his colleagues can actually pinpoint an almost 80 percent success rate for appearing on the first page of search engine results with AI-generated content. This compares with just 22 perfect of content created by human SEO experts. In other words, the AI content passed to a human is roughly four times more effective than a skilled copywriter working alone. Reaching these findings meant running two real-time, real-world experiments, says Schweidel. First, he and his colleagues had to program the machine, in this case GPT 2, an earlier incarnation of GPT. GPT relies on natural language generation (NGL), a software process that converts manually uploaded input into authentic-sounding text or content—comparable in some ways to the human process of translating ideas into speech or writing. To prepare GPT-2 for SEO-specific content creation, Schweidel et al. started with the pre-trained GPT-2, and then let the machine do the heavy lifting: searching the internet for appropriate results based on the desired keyword, scraping the text of the websites, and updating GPT-2 to “learn” what SEO looks like, says Schweidel. We partnered with an IT firm and a university to run our field experiments. This meant creating SEO content for their websites using GPT-2 and actual human SEO experts, and then doing A/B testing to see which content was more successful in terms of landing in the top 10 search engine results on Google. So this was an opportunity to put the AI bot to the test in a real-world setting to see how it would perform against people. The results point to one clear winner. Not only did content from GPT-2 outperform its human rivals in SEO capabilities, it did so at scale. The AI-generated content scored a daily median result of seven or more hits in the first page of Google search results. The human-written copy didn’t make it onto the first result page at all. On its best day, GPT showed up for 15 of its 19 pages of search terms inside the top 10 search engine results page, compared with just two of the nine pages created by the human copywriters—a success rate of just under 80 percent compared to 22 percent. Savings at Scale The machine-generated content, after being edited by a human, trounces the human in SEO. But that’s not all, says Schweidel. The GPT bot was also able to produce content in a fraction of the time taken by the writers, reducing production time and associated labor costs by more than 90 percent, he says. “In our experiments, the copywriters took around four hours to write a page, while the GPT bot and human editor took 30 minutes. Now assuming the average copywriter makes an annual $45K on the basis of 1,567 hours of work, we calculate that the company we partnered with would stand to save more than $100,000 over a five-year period just by using the AI bot in conjunction with a human editor, rather than relying on SEO experts to craft content. That’s a 91 percent drop in the average cost of creating SEO content. It’s an orders of magnitude difference in productivity and costs.” But there are caveats. First off, there’s the quality of the machine-generated content to consider. For all its mind-boggling capabilities, even the newly released ChatGPT tends to read somewhat sterile, says Schweidel. That’s a problem both in terms of Google guidelines and brand coherence. Human editors are still needed in order to attenuate copy that can sound a little “mechanical.” “Google is pretty clear in its guidelines: Content generated by machines alone is a definite no-no. You also need to factor in the uncanny valley effect whereby something not quite human can come off as weird. Having an editor come in to smooth out AI content is critical to brand voice as well as the human touch.” Asking the Big Questions Then there are the moral and metaphysical dimensions of machine learning and creativity that beg an important question: Just because we can, does that mean we should? Here, Schweidel has grave reservations about the future of ChatGPT and its ilk. The potential of this kind of technology is extraordinarily exciting when you think about the challenges we face from productivity to pandemics, from sustainable growth to climate change. But let’s be very clear about the risks, too. AI is already capable of creating content—audio, visual and written—that looks and feels authentic. In a world that is hugely polarized, you have to ask yourself: How can that be weaponized? At the end of the day, says Schweidel, the large language models powering these generative AIs are essentially “stochastic parrots:” trained mimics whose output can be hard to predict. In the wrong hands, he warns, the potential for misinformation—and worse—could well be “terrifying.” “Shiny new tech is neither inherently good nor bad. It’s human nature to push the boundaries. But we need to ensure that the guardrails are in place to regulate innovation at this kind of pace, and that’s not easy. Governments typically lag far behind OpenAI and companies like them, even academics have a hard time keeping up. The real challenge ahead of us will be about innovating the guardrails in tandem with the tech—innovating our responsible practices and processes. Without effective safeguards in place, we’re on a path to potential destruction.” Covering AI or interesting in knowing more about this fascinating topic - then let our experts help with your coverage and stories. David Schweidel is the Rebecca Cheney McGreevy Endowed Chair and Professor of Marketing at Emory University's Goizueta Business School. Simply click on David's icon now to arrange an interview today.
Late last year, America was gripped with a shortage of frightening proportions and potential deadly consequences - baby formula was all but gone from store shelves and near impossible to find. Parents were panicked, newborns needed to eat and the government became desperate to source, import and distribute the baby formula to nervous mothers and children in need of nutrition. It's a topic that captured global attention and recently UMW's Sushma Subramanian - a journalist and assistant professor - looked to explain what was happening and how country's like Brazil might have found the natural way to solve this problem. Here's an excerpt from her piece in National Geographic: Five days after the early delivery of her baby last month at a municipal hospital, Talita Alves Araújo Lourenço sat in a chair while a nurse helped her express breast milk into a glass jar. Araújo, 20, had given birth at 32 weeks; she had known early delivery was likely because she had been diagnosed with preeclampsia. At first, her baby could only drink her milk through a tube, but even after developing the strength and coordination to feed from her breast, Araújo was producing too much. The nurse was helping her to empty her breasts so they would feel more comfortable and to donate the extra milk. “To know that my milk could be saving someone is very important to me,” says Araújo. While the ongoing formula shortage that began in February 2022 affected families of infants who couldn't find supplies at the store, it also renewed interest in donation of breast milk to milk banks that supply it to hospitals for vulnerable newborns. Brazil is widely considered the world’s leading example of milk banking because of a program started in the 1980s that combined promotion and training in breastfeeding with donation. The country today runs 228 of the world’s approximately 750 human milk banks. The United States, by comparison, has 28 that are members of the Human Milk Banking Association of North America. January 2023, National Geographic Magazine The rest of the article is attached and is well worth the read. If you are a journalist looking to speak with Sushma Subramanian about her latest book, then let us help. Simply click on Sushma’s icon now to arrange a time and interview. How breast milk banks could avert the next formula crisis (National Geographic) Sushma Subramanian, associate professor of journalism, published a story in National Geographic on how Brazil has become the world’s leader in breast milk banking, inspiring similar programs in other countries. https://www.nationalgeographic.com/science/article/brazil-breast-milk-banking-program-formula-crisis
