Article 13 Flashcards
What is Luo et al. 2021 about?
Firms are using AI coaches to train sales agents, but research shows that the effectiveness varies among agents, with middle-ranked agents benefiting the most, while both bottom- and top-ranked agents see limited gains. Modifying the AI coach to reduce information overload for lower-ranked agents improves their performance, and combining AI with human coaching leverages the strengths of both, leading to better outcomes overall.
Who wrote “Artificial Intelligence Coaches for Sales Agents: Caveats and Solutions”?
Luo, X., Qin, M. S., Fang, Z., & Qu, Z. (2021). Artificial Intelligence Coaches for Sales Agents: Caveats and Solutions. Journal of Marketing, 85(2), 14-32. https://doi-org.ru.idm.oclc.org/10.1177/0022242920956676
Managerial takeaways from Luo et al. 2021
AI coach does not work for all people, the middle performers saw the most benefit from this method, the lowest performers were overwhelmed by it, and the highest performers balked at it; AI & human hybrid works best across all performance levels; coaching feedback needs to be uniquely adjusted for each person’s level of experience
Key metrics from Luo et al. 2021
- Experiment 1 (AI only & Human only) : tracked # of mistakes & number of renewals (# of new loans)
- Experiment 2 (AI restricted): tracked number of renewals (# of new loans)
- Experiment 3 (hybrid): collection amount (# of payments)
Where in the Katsikeas et al. framework does the Luo et al. paper fall?
- product-market performance
- realized marketing programs
limitations of Luo et al?
1) The experiment was limited to the fin-tech sector, 2) key functions of the second org. differed from the org. used for experiments 1 & 2, 3) short-term study (only 1 month), would results differ over the long term?
