A New Frontier of Understanding: Where Generative AI Adds Real Value in Consumer Research
By: Kelly Hewett and Kiwoong Yoo
References
- Blythe, P. A., Kulis, C., McGraw, A. P., Haenlein, M., Hewett, K., Yoo, K., Wood, S., Morwitz, V. G., & Huber, J. (2025). Comments on “AI and the advent of the cyborg behavioral scientist.” Journal of Consumer Psychology, 35(2), 316–328.
https://doi.org/10.1002/jcpy.1453 - Yoo, K., Haenlein, M., & Hewett, K. (2025). A whole new world, a new fantastic point of view: Charting unexplored territories in consumer research with generative artificial intelligence. Journal of the Academy of Marketing Science, 53(3), 723–759.
https://doi.org/10.1007/s11747-025-01097-2
DOI: https://doi.org/10.2478/nimmir-2026-0003 | Journal eISSN: 2628-166X
Language: English
Page range: 17 - 23
Published on: Apr 8, 2026
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
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© 2026 Kelly Hewett, Kiwoong Yoo, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.