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. 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.
Full citation on Google Scholar