Journal of Business Research
Generative AI for growth hacking
Research on how generative AI changes the way early-stage companies run growth experiments, developed from my MSc thesis at NOVA IMS Lisbon and published in a Q1 journal in 2025 (volume 192, with Arash Rezazadeh, René Bohnsack, Nuno António and Paulo Rita). It is the work that shaped how I teach AI to operators: as a way to run more experiments with the same team, not as a replacement for judgement about which experiments are worth running. Three years after the interviews, I revisited what the study got right and what it missed.
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