Data and Business Analytics

The Andreessen Horowitz co-founder explained how AI is only in its infancy, and what leaders must do to prepare for disruption.

Columbia Business School research shows that America’s political divide is shaping where consumers shop, what brands they buy, and how companies navigate identity-driven markets.

Despite its accessibility, AI isn’t reaching much of the world. A new study from Columbia Business School shows that the uneven global spread of AI isn’t just about infrastructure or talent — it’s about who entrepreneurs choose to build for.

New Columbia Business School research shows Wikipedia’s most “ChatGPT-like” articles are drawing fewer visitors, a trend that could weaken the encyclopedia and the AI models that rely on it.

New research from Columbia Business School reveals surprising patterns in how AI agents choose what to buy, and why sellers and platforms may need to rethink everything.

Award-winning research from Professor Laura Doval tackles the “limited commitment” problem in economics, offering a model that helps governments and firms adjust rules and strategies based on new information over time.

Generative AI is revolutionizing market research by offering unprecedented ways to understand customers, assess competitors, and extend data-driven decision-making organizationally. Research with pioneering companies reveals four key opportunities: gen AI supports existing practices by making them faster and more scalable; replaces traditional methods with synthetic data that can match conventional results with greater accuracy; fills insight gaps by providing evidence for decisions previously based on intuition; and creates innovative applications like digital twins for testing customer interactions. Survey data shows 45% of market researchers already use gen AI, with most employing it to analyze transcripts and data. While acknowledging limitations around bias and representativeness, this framework helps business leaders navigate gen AI's transformative potential in gathering customer and market insights more efficiently and effectively than ever before.

New Columbia Business School research reveals how analyzing real-time customer journey data — from search queries to filtering behavior — can predict preferences with remarkable accuracy, even without historical data.

In new research, Professors Dante Donati and Hortense Fong find that the brief TikTok outage in January benefited Meta as advertisers turned to its platforms to reach users. Small businesses, less able to switch, lost out.

Insights shared at Columbia University’s AI Summit show how the technology is redefining the creative process and influencing executive decision making.