讲座时间：2026年7月1日 10:00-11:30
讲座嘉宾：Professor Nan Jia, USC Marshall School of Business
讲座主持：胡琼晶 副教授，浙江大学管理学院
讲座地点：浙江大学管理学院会议室A723
讲座标题（Title）：Organizing Human–AI Creative Work for Strategic Execution: Evidence from a Field Experiment
讲座摘要（Abstract）:
Strategic execution requires firms to translate strategic intent into concrete, market-facing artifacts. Generative artificial intelligence (AI) may reshape this process by increasing the speed, scale, and variety with which firms produce creative content, but realizing these benefits requires deciding how to divide execution tasks between humans and AI. We examine this question in a field experiment with a design–manufacturing firm that uses images and short advertising videos to communicate product meaning and brand identity. We distinguish between interpretive tasks, which translate the firm’s strategic intent into a content direction, and production tasks, which materialize that direction into concrete multimodal artifacts. Over four and a half months, we randomly varied whether humans or AI performed interpretive and production tasks in the production of more than 350 social media posts. Video-based posts combining human interpretation with AI production achieved greater visibility than posts produced entirely by humans, entirely by AI, or through the reverse hybrid configuration. Engagement remained the same across treatment conditions. AI involvement also increased iteration cycles while reducing overall production time, suggesting that AI accelerates production while shifting organizational effort toward review and refinement. To open the black box of content quality, we conduct a post-hoc analysis of generated videos. Drawing on social media research, we code videos along four content dimensions to understand their differences and associated outcomes. The findings suggest that generative AI improves strategic execution not by replacing human creative judgment wholesale, but by reorganizing the division of labor between human interpretation and AI-enabled production.
嘉宾简介（Bio）:
Nan Jia is the Capt. Henry W. Simonsen Chair in Strategic Entrepreneurship and Professor of Strategic Management at the USC Marshall School of Business.A major stream of her research investigates how public policies and institutional environments shape entrepreneurship, innovation, and firm strategy in both developed and emerging economies. Her research has been published in leading journals including Administrative Science Quarterly, Academy of Management Journal, Academy of Management Review, Organization Science, Strategic Management Journal, and Management Science.Within the academic community, Nan serves as an Associate Editor of the Academy of Management Review and previously served as an Associate Editor of the Strategic Management Journal. She is also a Guest Editor of the Strategic Management Journal Special Issue on Strategy and Artifi发布cial Intelligence and serves on the editorial boards of several leading management journals.
https://www.marshall.usc.edu/personnel/nan-jia
