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Study Finds Artificial Intelligence Cannot Predict Decisions

A robot thinking deeply

In a paper published with the Consumer Psychology Reviewmarketing professors David Gal and Itamar Simonson, from the University of Illinois Chicago and Stanford University, respectively, conclude that claims that AI can anticipate and predict consumer preferences with great accuracy are largely exaggerated. The report suggests that marketers spend less time in trying to predict consumer choices with great accuracy and instead divert resources into the information environment that affects the choice of their products.