Why AI Influencers Work Better with a Human Friend
New research led by USC Marshall’s Luca Cascio Rizzo finds that showing an AI influencer interacting with a real person makes it seem more human — and more trustworthy, engaging, and persuasive.
Human Leadership
Why Marshall: Human Leadership
The pace of technological change, globalization, and heightened stakeholder expectations have vastly expanded the business world’s definition of leadership. Through our innovative teaching practices and educational programs, we train 21st century business leaders to take full advantage of the endless opportunities made possible by technological progress while also managing its far-reaching social consequences.
To embrace the broader implications of innovation, we must imbue future business leaders with a deep appreciation of their ethical responsibilities, the great value of inclusion throughout society, and the ever-expanding societal responsibilities of business.
Prioritizing Ethics and Responsibility
USC Marshall students and faculty share their thoughts on the importance of respecting and regarding societal responsibilities. "Those who do the right thing — those who conduct business with integrity — build a reputation and ultimately in the long term are always more successful," Joe Ucuzoglu '97, CEO Deloitte US.
INSTITUTES + CENTERS
Marshall’s Institutes and Centers are dedicated to business innovation and understanding the implications of that innovation on individuals, organizations, and society.
The Brittingham Social Enterprise Lab (BSEL) is a Center of Excellence at the USC Marshall School of Business building an ecosystem of students and professionals equipped with the business skills and resources to advance market-based approaches to pressing societal issues. Through education, community building, research, professional development, and narrative change, the Lab is a nucleus for social impact at Marshall, USC, and beyond.
Founded in 1979, the Center for Effective Organizations (CEO) brings over 40+ years of experience in conducting cutting-edge research and helping forward thinking leaders and companies bridge research and practice to solve complex organizational effectiveness challenges.
The continued and rapid growth of E-commerce has generated questions about the consequences for society, business, and the global economy. The USC Marshall Initiative on Digital Competition, which started in January 2021, aims to discover insights on these questions through a collaboration of industry practitioners and academics from business disciplines as well as non-business disciplines (e.g., computer science, economics, law, communications); and disseminate these insights to a broad set of audiences that includes academics, business leaders, and the public.
Today's leaders are burdened with ever-growing expectations and dilemmas. The Neely Center for Ethical Leadership and Decision Making provides leaders with tools at the intersection of ethics and technology so they can make wise decisions for their organizations while feeling confident about the future. In so doing, we aim to help solve what we believe to be the most difficult, but most important, challenge of our time – how to align emerging technologies with ethical, human-centered values.
The Global Leadership Program (GLP) is an invitation-only year-long Freshman Leadership Seminar with opportunities for social activities, networking, advising, and a trip to Shanghai or Beijing during spring break.
The GLP is a groundbreaking program open by invitation only to the most academically talented students in each incoming freshmen class. GLP consists of a fall and spring course, BUAD 101 Freshman Leadership Seminar, as well as outside opportunities for social activities, networking, and advising. The experience is capped off with a visit to Shanghai or Beijing during spring break. During the trip, students meet with executives from some of the top companies in Asia and local and national government officials. In their latter years, GLP Alumni have the opportunity to plan events and mentor younger students while continuing to travel abroad to learn about the global impact of business.
NEWS + EVENTS
Why AI Influencers Work Better with a Human Friend
New research led by USC Marshall’s Luca Cascio Rizzo finds that showing an AI influencer interacting with a real person makes it seem more human — and more trustworthy, engaging, and persuasive.
New AI Essentials Courses Give Students Three Perspectives on AI
A new three-course initiative from USC Marshall, Dornsife, and Viterbi gives undergraduates complementary perspectives on artificial intelligence: how it works, how to use it, and what it means for humanity.
What If AI Came With a Nutrition Label? A New Framework Measures AI’s Impact on Human Wellbeing
Researchers launch AI Nutrition Labels to reveal how leading AI models shape wellbeing across psychological, physical, and social dimensions.
Hoag Foundation President Caroline Pereira on Philanthropy, Executive Leadership, and Purpose-Driven Work
As president of the Hoag Hospital Foundation, Caroline Pereira EMBA ’17 is working to get care to thousands of California patients.
A Week in the Life of a Marshall MBA Student
From class to tailgating, second-year MBA student Maddie Gissler describes her typical week at the USC Marshall School of Business
INSIGHT + ANALYSIS
Cited: Pete Cardon in Inc.
Research from Cardon and his co-author shows that manager emails that used AI lessened teams trust in managers.
Cited: Angela Zhou in USA Today
Zhou explains that AI-driven algorithms often used to set prices can also do so without understanding the context or without human marketing judgment.
Quoted: Shon Hiatt in Deseret News
Hiatt explains that non-investor-owned utility companies may struggle to absorb the demands of data centers, passing the expenses onto customers.
Quoted: Kimon Drakopoulos in Annenberg Media
Drakopoulos discusses the importance of guardrails around artificial intelligence education and implementation.