Human-GenAI Collaboration and Gender Dynamics in Driving User Interest on Social Media

With the rise of GenAI and its application in operational contexts, content creation and presentation are pivotal. Despite the positive and negative hype about GenAI, it presents an opportunity to create and position appropriate content for the customers, which could impact their engagement and loyalty in business contexts. With more than 62.6% of the world’s population (or about 5 billion people) using social media, it sets an appropriate platform to examine the aforementioned effect of GenAI. To this effect, Prof. Vijaya Sunder and his research associate, Rithica Mamidi, conducted a field experiment by collaborating with a dermatology clinic in India. Using human reference as the control group, a randomized control trial was employed on Instagram broadcast channels via video reels, to test different configurations of GenAI content and presentation modes. Data analysis is in progress.