Reflecting the ubiquitous presence of generative AI (GenAI), marketing researchers have begun integrating it as an interaction partner in research studies; however, technical barriers and methodological gaps limit its broader adoption. This paper provides a comprehensive guide for implementing GenAI interactions in marketing studies, particularly within the Qualtrics platform. First, a literature review categorizes diverse GenAI applications—from scaling qualitative methods to creating novel experimental paradigms—distinguishing between GenAI as research method versus research object to help researchers identify untapped opportunities. Second, the paper presents a decision framework for when GenAI offers value over traditional methods and explains the principal architecture (frontend, API, backend) that enables researchers to connect any GenAI model to their studies. Crucially, it demonstrates how AI coding assistants can translate natural language instructions into functional code, eliminating programming barriers for non-technical researchers. Third, step-by-step tutorials establish emerging best practices through four implementations spanning text and image modalities: search assistants, automated interviewers, co-creation tools, and hyper-personalized messaging. These implementations serve as adaptable templates empowering researchers to create custom solutions for their unique questions. By mastering AI coding assistants rather than copying specific code, researchers gain methodological independence in a rapidly evolving landscape. This work democratizes GenAI integration and enables previously impossible experimental paradigms.
MTCI - Research
How visual complexity signals brand status
Adam, Z., Wen, Y. (2026). How visual complexity signals brand status. Journal of the Academy of Marketing Science, in press.
Published July, 2026
Brands communicate who they are through visual content (e.g., images, videos). How does the visual complexity of such content shape perceived brand status (prestige, luxury)? This research examines two key aspects of visual complexity: edge complexity (edge density and irregularity) and color complexity (hue quantity and dissimilarity). Drawing on computer-vision analyses of over 400,000 visuals and a controlled experiment, the findings show that: (1) edge complexity exerts a U-shaped effect on perceived brand status, such that status perceptions are lowest at moderate levels of edge complexity and higher at low or high levels; (2) color complexity consistently reduces perceived brand status; and (3) these effects operate sequentially through perceived visual curation (how intentionally and professionally crafted a visual appears) and perceived exclusivity (how limited in availability the offering appears). Theoretical, methodological, and managerial implications are discussed.
Integrating GenAI interactions in marketing studies: A methodological guide
By Joerling, M., (2026). Integrating GenAI interactions in marketing studies: A methodological guide. International journal of research in marketing, 43(1), 28-47.
Published 2026
Exploring the interaction between television and branded search advertising: Implications for real-time syncing strategies
Guitart, I. A., & Hervet, G. (2025). Exploring the interaction between television and branded search advertising: Implications for real-time syncing strategies. Journal of the Academy of Marketing Science, 53(6), 1692-1714.
Published December 1, 2025
Although the adoption of real-time syncing services—that is, services that synchronize online and television ads—is rising, there is still limited evidence about their effectiveness. We address this gap by examining the impact of coordinating branded search engine and television ads for a small direct-to-consumer company. We conducted a field experiment during a national television advertising campaign, randomly enabling and pausing the company’s branded text (text-based links triggered by the brand name) and shopping ads (visual product listing ads) across different geographic regions. The results show that television ads generate more website visits when text ads and both text and shopping ads are enabled compared to when search ads are paused. We also find that television ads alone decrease the conversion rate, but enabling shopping ads attenuates this decrease. The results demonstrate that search and television ads interact, which is a necessary condition for a real-time syncing strategy to increase revenues. Because the interactions occur at different stages of the path to purchase, we run a revenue analysis to assess the implications for real-time syncing. The analysis indicates that a real-time syncing strategy would have likely increased the focal company’s revenue compared with strategies that do not coordinate search and television ads.
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