More than a Backdrop: The Credibility Costs of Virtual Backgrounds in Influencer Marketing

Speaker: Zhang Yan

Venue: A523, School of Management, Zijingang Campus

Abstract: Although artificial intelligence (AI) is increasingly applied in operations management (OM), technical advances do not automatically enhance operational performance. Adopting a problem-driven perspective, this review examines where and under which conditions AI creates value in a decision objective. To navigate research evolution across demand, supply, production, and fulfillment management, we propose a conceptual framework that integrates operational frictions, decision dimensions, AI capabilities, and performance evaluation. We map out the maturity matrix of research streams and highlight the significance of evaluating AI capabilities relative to OM objectives, constraints, and feedback instead of technical performance alone. In that regard, we identify six research directions concerning information integration and acquisition, generative interaction and formulation, supplier coordination, and human--AI decision rights.