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Navigating Power, Pitfalls, and Best Practices
Tuesday, 10 March 2026
10:00 AM EDT
Zoom
Dr. Alexander K. Moore
Assistant Professor of Marketing
University of Illinois Chicago Liautaud Graduate School of Business Dr. Alexander Moore is an Assistant Professor of Marketing at the University of Illinois Chicago College of Business Administration. He received his PhD in Behavioral Science from the University of Chicago Booth School of Business and his BA in Economics from the University of Chicago. His research spans two streams: developing validated methods for using large language models as measurement instruments in consumer research, and examining how consumers judge the acceptability of firms' data collection practices. His work includes frameworks for LLM-based content coding, mechanistic interpretability techniques applied to marketing problems, and studies on how data relatedness and psychological distance shape consumer privacy judgments. He has published in outlets including Trends in Cognitive Sciences, Organizational Behavior and Human Decision Processes, Advances in Methods and Practices in Psychological Science, and Marketing Letters. He teaches Strategic Marketing Management and Advanced Marketing Research at UIC, co-organizes the CBA AI in Teaching Brownbag Series, and has been interviewed by The Washington Post about AI productivity applications.
Dr. Jeff Jewett
Assistant Dean for Business Recruitment
University of Illinois Chicago Jeff Jewett is an accomplished higher education professional with extensive experience in graduate business education. Currently serving as Assistant Dean for Graduate Business Programs at the University of Illinois Chicago, Jeff oversees graduate student services for the College of Business, driving enrollment growth, enhancing student experiences, and fostering academic excellence.
Assistant Professor of Marketing
University of Illinois Chicago Liautaud Graduate School of Business Dr. Alexander Moore is an Assistant Professor of Marketing at the University of Illinois Chicago College of Business Administration. He received his PhD in Behavioral Science from the University of Chicago Booth School of Business and his BA in Economics from the University of Chicago. His research spans two streams: developing validated methods for using large language models as measurement instruments in consumer research, and examining how consumers judge the acceptability of firms' data collection practices. His work includes frameworks for LLM-based content coding, mechanistic interpretability techniques applied to marketing problems, and studies on how data relatedness and psychological distance shape consumer privacy judgments. He has published in outlets including Trends in Cognitive Sciences, Organizational Behavior and Human Decision Processes, Advances in Methods and Practices in Psychological Science, and Marketing Letters. He teaches Strategic Marketing Management and Advanced Marketing Research at UIC, co-organizes the CBA AI in Teaching Brownbag Series, and has been interviewed by The Washington Post about AI productivity applications.
Assistant Dean for Business Recruitment
University of Illinois Chicago Jeff Jewett is an accomplished higher education professional with extensive experience in graduate business education. Currently serving as Assistant Dean for Graduate Business Programs at the University of Illinois Chicago, Jeff oversees graduate student services for the College of Business, driving enrollment growth, enhancing student experiences, and fostering academic excellence.Large language models are transforming market research, but knowing when and how to use them responsibly is essential. This session distinguishes between using LLMs for discovery (generating new insights about human behavior) versus measurement (coding and annotating data at scale), explaining why measurement tasks are often better suited for AI tools while discovery faces a fundamental "validation paradox." Through a detailed, hands-on example coding the emotional valence of thousands of words, you will learn a step-by-step validation framework: splitting data into development and test sets, designing prompts that mirror human survey instruments, and benchmarking LLM outputs against human ratings using correlation and error metrics. The session also addresses two critical challenges researchers face when adopting these tools: ensuring replicability across probabilistic models and maintaining data privacy when working with sensitive information. Topics include best practices for using open-source models, setting appropriate model parameters, and building research workflows that keep pace with rapidly evolving AI capabilities.
Understand Large Language Models
Identify opportunities and risks
Build data driven decisions
Gain insights into programs & offerings
Expert Guidance
Gain valuable student insights
UIC Business, part of the University of Illinois Chicago, is a top-ranked, research-driven business school with a global reputation for excellence. From its humble beginnings offering accounting, economics, and general business programs, UIC Business has evolved into a dynamic institution serving over 3,700 undergraduate and 1,000 graduate students annually. With six academic departments—accounting, finance, information and decision sciences, managerial studies, marketing, and real estate—UIC Business offers a robust range of nine undergraduate and seven master’s programs, including an MBA and specialized master’s degrees in fields such as business analytics, marketing, and supply chain management. The UIC Liautaud Graduate School of Business, endowed by the Liautaud family, is a centerpiece of graduate education at the college. UIC Business also leads in knowledge creation through its two PhD programs and innovative initiatives like the Business Scholars Program, a unique honors experience for high-achieving undergraduates. Its online undergraduate business program, ranked 7th nationally, underscores the school’s commitment to accessible, high-quality education. Situated in the heart of Chicago, UIC Business thrives in a vibrant urban setting, reflecting the city’s hardworking, resourceful ethos. With a global perspective, diverse student body, and 52,000+ alumni, the college continues to make a lasting impact, empowering the next generation of business leaders to excel in a rapidly changing world.
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05 March 2026
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