Author

O. Netzer

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Open access Sep 2026

Digital twins are funhouse mirrors: Five systematic distortions

Scientists and practitioners are aggressively moving to deploy digital twins—large language model (LLM)-based models of individuals—across social science and policy research. We conducted 19 preregistered studies with 164 diverse outcomes (e.g., attitudes toward hiring algorithms and intention to share misinformation)...

Tian-Yi Peng, M. Brucks, George Z. Gui et al. · Science Advances · 5 citations · ⚡1

#artificial intelligence Review Sep 2026

Synthetic Data in Marketing Research: How to Evaluate and When to Trust

Debate over synthetic data in marketing research has polarized between claims that large language models (LLMs) make human respondents obsolete and calls to avoid them entirely. We argue that both positions obscure the more useful question: not whether synthetic respondents work, but when. Building on Brand, Israeli, a...

O. Netzer, R. Sambandam · 0 citations