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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

Author

James C. Reeder

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Aug 2026

EXPRESS: Evaluating Novel Unstructured Treatments with Generative AI: A Causal Prediction Framework

A framework for causal prediction that enables managers to evaluate and deploy novel marketing content generated by AI, and establishes a threshold based on how closely new content resembles past campaigns, separating cases where causal prediction is reliable from cases where direct experimentation is warranted.

Paul B. Ellickson, Wreetabrata Kar, James C. Reeder et al. · 1 citation

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