Funded Research - Wharton AI & Analytics Initiative

The purpose of this research is to test a series of hypotheses about how the growing use of generative AI may be altering how consumers process news and other textual information. We hypothesize that people hold lay beliefs about the reasoning abilities of algorithms relative to humans, such that the perceived authorship of a text (human- vs. AI-generated) can fundamentally affect which aspects of the text people most attend to. In particular, we theorize that whereas generative AI tools are [...] Consumers are increasingly turning to generative artificial intelligence (AI) to cultivate social relationships, from casual conversations to meaningful emotional support. This trend has extended to sharing progress toward personal goals—such as fitness journeys or recovery from substance addiction—with large language models (LLMs). While it is clear that LLMs can partake in casual conversation and provide advice, might they also help consumers achieve their goals? [...] This project tests whether generative AI can enhance and scale behavioral science interventions to support first-year students as they transition from high school to college. The research team will develop and deploy an AI-powered virtual coach—built on large language models (LLMs)—to deliver evidence-based interventions via SMS, targeting students’ cognitive, emotional, and social adjustment. The coach will adapt content in real time and provide interactive feedback to boost engagement.