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Bye-bye Bias: What to Consider When Training Generative AI Models on Subjective Marketing Metrics

Christina Schamp

Christina Schamp

Full Professor of Marketing, Institute of Digital Marketing and Behavioral Insights, Vienna University of Economics and Business
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Schamp, Christina
, 
Jochen Hartmann

Jochen Hartmann

Assistant Professor of Digital Marketing, TUM School of Management, GenAI Lab, Technical University of Munich
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Hartmann, Jochen
 and 
Dennis Herhausen

Dennis Herhausen

Associate Professor of Marketing, School of Business and Economics, Vrije Universiteit Amsterdam
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Herhausen, Dennis
  
Apr 25, 2024
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Published Online: Apr 25, 2024
Page range: 42 - 48
DOI: https://doi.org/10.2478/nimmir-2024-0007
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© 2024 Christina Schamp et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

FIGURE 1

Process for fine-tuning GenAI models
Process for fine-tuning GenAI models

FIGURE 2

Checklist for ensuring data quality and preventing biases in training data
Checklist for ensuring data quality and preventing biases in training data
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