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How the Platform Enables Creator: A Perspective of AI Feedback
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Speaker (s):
Zhou Zhou
Assistant Professor,
City University of Hong Kong
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Date:
Time:
Venue:
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13 February 2024, Tuesday
10:30am – 12:00pm
School of Computing & Information
Systems 1 (SCIS 1)
Level 5, Meeting Room 5-1
Singapore Management University
Singapore 178902
Please register by 9 February 2024.
We look forward to seeing you at this research seminar.
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About the Talk
Product variety is critical to the success of a content creation platform. We leverage a field experiment to examine whether the platform can use AI feedback to empower creators to enhance product variety, thereby creating value for consumers. In our study, AI feedback refers to AI-generated personalized analysis of creators' products. We offer robust causal evidence that AI feedback effectively enables creators to produce more diverse products. By segmenting creators according to their career stages and the nature of their products, our findings indicate that AI feedback can increase product variety in the subgroup of novice creators who primarily focus on creating short videos and original videos. We further examine whether AI feedback affects viewer responses. We show that AI feedback has a positive impact on viewer responses, and approximately 99% of AI feedback's impact on viewer response is mediated by product variety. Our findings provide implications on how AI feedback, a centralized form of information collection, analysis, and provision, could be deployed to increase product variety and create value for consumers.
About the Speaker
Dr. Zhou joined the Department of Information Systems at the City University of Hong Kong as an assistant professor in 2021. He received his Ph.D. in Information Systems from Boston University and his B.A. in Financial Management from Peking University. His research focuses on platform strategy and design, and innovation & entrepreneurship in the digital economy.
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