News - AIM Institute

News - AIM

Women in Data Science (WiDS)!

emlyon business school was hosting the 2025 edition of WIDS on the 21st of March. The global movement launched by Stanford University and is this year organized by Imène Brigui, professor of AI and data science. 

AI for Business

Our new Executive module « AI for Business » welcomes its first cohort in March.

Data Science Missions! 

Our students in the MSc in Data Science & Artificial Intelligence Strategy are engaged early 2025 with companies to solve problems and/or improve productivity. 
Topics include customer segmentation, obstacle prediction models (for vehicles), burnout prediction among healthcare workers, churn reduction for customer retention, and purchase behavior forecasting. The common denominator of all these projects is deep data analysis. 
If your company wishes to participate in the next missions, please contact Imène Brigui (brigui@em-lyon.com)

New paper

Yingting Wen published « Experiential Narratives in Marketing: A Comparison of Generative AI and Human Content » in the Journal of Public Policy & Marketing. 
This paper examines whether generative AI can create experiential narratives that resonate with humans in terms of embodied cognition, affect, and lexical diversity. It reveals LLMs’ strengths in presenting positive emotions and influencing purchase intent but also identifies limitations in embodied cognition and lexical diversity compared with human-authored content.

Workshop 

The AIM Workshop that took place on May 13th 2025 at emlyon business school explored how AI is transforming organizations, education, science, and work. Scholars presented research on the promises and complexities of integrating AI across sectors. Key insights included:

  • Yingting Wen (emlyon): Compared generative AI and human-created marketing narratives, finding AI effective at conveying positive affect and influencing purchase intent, despite some limits in realism and diversity.
  • Artyom Yepremyan (SKEMA): Showed that AI adoption reduces job specialization, increasing demand for generalist skills across U.S. firms.
  • Alex Alekseev (Univ. Regensburg): Identified a "human premium"—a bias favoring humans over machines for task allocation, even when costs are equal.
  • Sumayya Shaikh (GEM): Found that regulated use of generative AI in business schools boosts both ethical perceptions and support from stakeholders.
  • Marina Chugunova (Max Planck Institute): Surveyed German researchers, revealing high AI use but limited prompting skills and concerns about legal clarity.
  • Ali Zaher (Univ. Lyon III): Explored how attitudes, norms, and perceived control shape physician acceptance of AI in healthcare, emphasizing the role of curiosity and cultural context.