Developing Business Strategies for Digital Products Using Generative Artificial Intelligence (GAI) Techniques
We are offering a self-funded PhD position in
If you have any questions about the project or would like to arrange an informal discussion, please reach out to Dr Kevin Lu at kevin.lu@brunel.ac.uk.
The project
The proposed project aims to explore the innovative application of Generative Artificial Intelligence (GAI) techniques in developing business strategies for digital products. The research will investigate how GAI can revolutionise strategic planning processes, improve decision-making, and create more adaptive and responsive business models in the rapidly evolving digital marketplace. The study will employ a mixed-methods approach, combining quantitative analysis of existing strategic frameworks with quantitative assessment of GAI-generated strategies.
Key research questions include:
- How can GAI techniques be effectively integrated into traditional business strategy development processes?
- What are the potential benefits and limitations of using GAI in strategic planning for digital products?
- How does the performance of GAI-generated strategies compare to human-developed strategies in real-world scenarios?
- What approaches can used for the assessment of different strategies?
The research will involve collaboration with tech companies to test and validate GAI-driven strategies, aiming to develop a novel framework for AI-assisted strategic planning in the digital product domain. This study seeks to contribute significantly to the fields of business strategy, artificial intelligence, and digital product management..
References
Lü, K. (2024) 'Machines vs. Humans: The Evolving Role of Artificial Intelligence in Livestreaming E-commerce'. Journal of Business Research.Guowang Du, Lihua Zhou, Kevin Lü, Hao Wu, Zhimin Xu: (2023). Multi-view Subspace Clustering with Multi-level Representations and Adversarial Regularization, IEEE Transactions on Neural Networks and Learning Systems. 34(12): 10279-10293
How to apply
If you are interested in applying for the above PhD topic please follow the steps below:
- Contact the supervisor by email or phone to discuss your interest and find out if you would be suitable. Supervisor details can be found on this topic page. The supervisor will guide you in developing the topic-specific research proposal, which will form part of your application.
- Click on the 'Apply here' button on this page and you will be taken to the relevant PhD course page, where you can apply using an online application.
- Complete the online application indicating your selected supervisor and include the research proposal for the topic you have selected.
Good luck!
This is a self funded topic
明星八卦 offers a number of funding options to research students that help cover the cost of their tuition fees, contribute to living expenses or both. See more information here: /research/Research-degrees/Research-degree-funding. The UK Government is also offering Doctoral Student Loans for eligible students, and there is some funding available through the Research Councils. Many of our international students benefit from funding provided by their governments or employers. 明星八卦 alumni enjoy tuition fee discounts of 15%.
Meet the Supervisor(s)
Kevin Lu - Dr. Lu's research primarily focuses on marketing and business analytics, including the development, evaluation, and practical application of various approaches. Recently, he has expanded his work to include digital business strategy development, leveraging Generative Artificial Intelligence (GAI) technology. His studies employ methods such as mathematical modeling, optimization, and innovative approach design. Dr. Lu has an extensive publication record, with over 30 research articles in leading journals, 3 book chapters, and more than 30 conference papers. His research has been supported by organizations such as SAMS, GCRF, Innovate UK, EPSRC, and the EU. Under Dr. Lu's supervision, ten PhD students have successfully completed their doctoral studies. Before joining academia, he worked in industry as a computer software engineer.
His research interests include:
- Marketing and business analytics
- Understanding business developement through data analysis
- Generative Artificial Intelligence (GAI) Applications in Business
Related Research Group(s)
Operations and Information Systems Management - We specialize in responsible and sustainable operation management exploring information systems, operations research, management science, and general management and strategic management knowledge and approaches across public and private industry sectors