题目：From Search to Generation: How Generative AI Reshapes Marketing Outcomes
主讲人：张颖婕 副教授，北京大学
时间：2026年6月3日14:00
地点：经管楼1205室
摘要：Generative artificial intelligence (GenAI) is rapidly displacing search engines as the primary channel through which users acquire information and make decisions, prompting major GenAI platforms to monetize this shift by introducing commercial content alongside AI-generated outputs. As firms are committing substantial marketing resources to GenAI, a pressing but unanswered question emerges: how does generative engine marketing (GEM) compare to search engine marketing (SEM) in shaping user behavior, and through what mechanisms? We investigate this question through a randomized controlled experiment using a custom-built system. Results show that GEM substantially outperforms SEM on both brand recognition and purchase intention, with the difference particularly pronounced for purchase intention. More importantly, the underlying mechanisms diverge fundamentally. Causal mediation analysis shows that, whereas SEM influences purchase primarily through enhanced brand recognition, GEM operates through an additional mechanism of decision delegation, whereby users perceive GenAI as an agentic artifact and consequently defer to its recommendations as sound judgments. Together, these findings establish GEM as a fundamentally different paradigm from SEM, carrying important implications for firms, platforms, and regulators.
个人简介：张颖婕，北京大学光华管理成人a片市场营销系副教授。于2018年在美国卡内基梅隆大学获得博士学位（信息管理与系统）。毕业后曾就职于美国德州大学达拉斯分校。 研究集中于运用跨学科方法论（如计量模型、机器学习算法、实地实验设计等）研究人机协同、共享经济、社交媒体、消费者行为等。在国际顶级学术期刊发表多篇论文，包括Management Science, Marketing Science, MIS Quarterly, Information Systems Research, 等。屡次获得国际顶会的最佳论文奖。主持多项国家自然科学基金项目。现为MIS Quarterly 副主编、Decision Sciences Journal副主编，及《营销科学学报》专业主编。