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In February, the James M. Kilts Center for Marketing hosted the second event in its Marketing for Good series. The series explores how marketers and general managers can use their talents to develop sustainable marketing practices that evoke a positive change in the world.

The event focused on A.I. and targeted marketing. With businesses under increased scrutiny about privacy concerns and algorithmic bias, companies across industries are reexamining and adjusting their data analytics strategies. This review of current practices is compounded by the pandemic and how it has completely altered consumer behavior.

The event panelists had a spirited discussion around the consumer benefits, challenges, and considerations marketers and general managers need to keep in mind when using A.I. and targeted marketing as well as if and how A.I. can have a positive impact on society at large. The panelists also shared how they would use A.I. to benefit causes they are invested in.

Held in conjunction with Chicago Booth Review and its Big Question video series, the event featured Murli Buluswar, ’01, head of US consumer analytics at Citibank, Lisa Sullivan-Cross, head of growth marketing at Pinterest, and Sanjog Misra, Charles H. Kellstadt Professor of Marketing at Booth.