A recent survey of generative AI decision-makers (672 across US-based organizations) revealed that AI is improving efficiency and data literacy in the workplace. However, does the opportunity for efficiency outweigh the risks when it comes to a rapidly evolving technology like AI?
In a Spring 2024 article for Quirks, experts weighed in on AI's impact. Olivier Toubia, Columbia Business School Glaubinger Professor of Business, was one of the selected academics who provided insights into the limitations of generative AI. Toubia shared that in his experience, AI has not progressed enough to “replace humans” and still has inherent risks, essentially with data insights. His view reflects the need for professionals specializing in AI tools and reinforces the belief that AI will not fully replace people in the workplace.
Learn more about how experts like Toubia are using AI, common mistakes that can lead users in the wrong direction, and the precise skills needed to fully utilize AI in 2024.
Mentioned Faculty

Olivier Toubia
- Glaubinger Professor of Business
- Marketing Division
Olivier Toubia is the Glaubinger Professor of Business at Columbia Business School. His research focuses primarily on innovation, customer insights, and creative industries. Specifically, he combines methods from social sciences and data science in order to study human processes such as motivation, choice, and creativity. He previously served as the Editor-in-Chief at the journal Marketing Science. He teaches Foundations of Innovation, Generative AI for Business and the core marketing course. He received his MS in Operations Research and PhD in Marketing from MIT.