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  • 2019
  • Working Paper
  • HBS Working Paper Series

Soul and Machine (Learning)

By: Davide Proserpio, John R. Hauser, Xiao Liu, Tomomichi Amano, Alex Burnap, Tong Guo, Dokyun Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu and Hema Yoganarasimhan
  • Format:Print
  • | Language:English
  • | Pages:21
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Abstract

Machine learning is bringing us self-driving cars, improved medical diagnostics, and machine translation, but can it improve marketing decisions? It can. Machine learning models predict extremely well, are scalable to “big data,” and are a natural fit to rich media such as text, images, audio, and video. Examples include identification of customer needs from online data, accurate prediction of consumer response to advertising, personalized pricing, and product recommendations. But without a soul, the applications of machine learning are limited. Consumer behavior and competitive strategies are nuanced and richly described by formal theory. To learn across applications, to be accurate for “what-if” and “but-for” applications, and to advance knowledge, machine learning needs theory and a soul. The brightest future is based on the synergy of what the machine can do well and what humans do well. We provide examples and predictions for the future.

Keywords

Machine Learning; Technological Innovation; Marketing; AI and Machine Learning

Citation

Proserpio, Davide, John R. Hauser, Xiao Liu, Tomomichi Amano, Alex Burnap, Tong Guo, Dokyun Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu, and Hema Yoganarasimhan. "Soul and Machine (Learning)." Harvard Business School Working Paper, No. 20-036, September 2019.
  • SSRN
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About The Author

Tomomichi Amano

Marketing
→More Publications

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More from the Authors
  • The Pokémon Company: Evolving into an Everlasting Brand By: Tomomichi Amano and Masaki Nomura
  • Product2Vec: Leveraging Representation Learning to Model Consumer Product Choice in Large Assortments By: Fanglin Chen, Xiao Liu, Davide Proserpio and Isamar Troncoso
  • Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
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