嘉　宾：张颖婕  副教授 北京大学光华管理学院

主持人：房思含  助理教授  BAT365唯一官网

时　间：2024年11月01日（周五）10:00-11:30

地　点：BAT365唯一官网徐汇校区安泰楼A511

内容简介:

The rapid development of AI is elevating the role of AI-generated content (AIGC) in today‘s business environment. With AI products increasingly mimicking human-made ones, market structures are shifting, potentially altering consumer preferences due to AI's high productivity, low costs, and growing indistinguishability. Despite extensive research on consumer reactions to AI, few studies have examined these effects in real-world markets where AI and human-made products directly compete, considering both supply and demand factors. This study addresses this gap by focusing on the audiobook industry, where AI-voiced audiobooks (i.e., those produced by AI techniques) are becoming increasingly common and are noted for their satisfactory audio quality. Using a combination of econometric and text-mining techniques on a large-scale, fine-grained dataset from a leading Chinese audiobook platform, we examine the impacts of AI-voiced audiobooks on the consumption of human-voiced products. Our results show a significant 6.3\% decline in the consumption of human-voiced audiobooks following the introduction of AI-voiced audiobooks. We present evidence that consumers would naturally shift to these AI-voiced competitors. The underlying reasoning lies in the fact that these AI-generated contents effectively meet diverse consumer needs by catering to the demand for niche, long-tail products. Overall, our findings provide significant theoretical and managerial insights into the impact of AI, particularly in relation to market structures. These insights offer valuable guidelines for firms on how to effectively incorporate and compete with AI.

演讲人简介：

张颖婕，北京大学光华管理学院市场营销系副教授。本科毕业于清华大学，获得计算机科学与经济学双学位，于2018年在美国卡内基梅隆大学（Carnegie Mellon University）获得博士学位。毕业后曾就职于美国德州大学达拉斯分校。在国际顶级学术期刊发表多篇论文，包括Marketing Science, MIS Quarterly，Information Systems Research等。多次获得国际顶会的最佳论文奖，并获得信息管理领域国际最佳博士论文奖（2019 INFORMS ISS Nunamaker-Chen Dissertation Award）。主持多项国家自然科学基金项目。

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