How can marketing leaders manage brand visibility when customers increasingly receive answers from AI rather than lists of links from a traditional search platform? A new technical note from Professor Kimberly A. Whitler introduces a practical framework for marketing in the age of AI.
Topic
Artificial Intelligence
Research and expert perspective on intelligent systems, automation, and the changing economics of decision-making. Darden faculty explore how organizations can evaluate emerging tools, govern responsible adoption, and use AI to improve judgment, productivity, customer value, and competitive advantage without losing sight of people and institutional trust.
For Michael Fajardo (MBA ’20), the word is a nod first to Michael Porter, the strategist whose Five Forces framework he studied at the University of Virginia Darden School of Business. But it also meant something simpler: a person who carries the bags, lightens the load and helps someone keep moving.
Darden professor Anton Korinek helped organize a global statement calling for greater preparation for AI’s economic effects. The questions behind it were also part of a broader debate convened at Darden’s LaCross Institute.
Darden experts Roshni Raveendhran and Luca Cian explore the balancing act between AI’s promise and perils through research on how AI systems promote human flourishing — and squash it.
Artificial intelligence shouldn't be judged solely by profit or performance, says Darden professor Roshni Raveendhran. In this Q&A, she explains why AI should be designed to support autonomy, competence and human connection — and how organizations can use purpose to guide responsible innovation.
A new technical note by Professor Kim Whitler explores how technology company Publicis Sapient moved beyond deploying AI tools and instead redesigned marketing work itself—unlocking growth without increasing headcount. Its five-step framework offers lessons for any organization struggling to incorporate new technologies at a time of rapid change.
Darden has appointed technology strategist and alumnus Patrick Higgins (MBA ’16) as managing director of the LaCross Institute for Ethical AI in Business, effective 1 June 2026.
When ChatGPT confidently produced the same wrong answer many MBA students selected on a strategy quiz, Darden faculty saw a larger lesson emerging about AI, judgment and the future of management education.
At the University of Virginia Darden School of Business, a new AI-powered tool is helping admitted students get those answers faster and in a way that’s reshaping how the School delivers information and support.
UVA Darden professor Chris Parker has developed a practical checklist for organizations looking to move from curiosity about AI to real-world impact.
