Research center

Investigating how AI is reshaping human decisions.

Doctoral research at Tel Aviv University’s Coller School of Management. Titles below are working descriptions of research in progress — not published findings.

Research interests

AI & Information SystemsGenerative AI & LLMsHuman–AI InteractionConsumer Decision-MakingConversational AdvertisingMobile App MarketingAlgorithmic InfluenceAI-Driven PersonalizationAttribution & AnalyticsEmerging Technologies

Generative AI & LLMs

The Hidden Funnel: Understanding AI-Mediated Consumer Journeys in Digital Commerce

How generative AI and conversational systems shape research, evaluation and purchase decisions before users ever reach a traditional commerce platform.

Behavioral dataSurveysJourney analysisQuantitative models

Ongoing Research

Conversational Advertising

Conversational AI Advertising and Mobile App User Acquisition

Comparing advertising embedded in conversational AI environments with traditional mobile advertising channels across installs, engagement and retention.

Field researchAttribution platformsApp event dataMulti-app

Research DesignOngoing Research

Algorithmic Influence

Large Language Models as Algorithmic Influencers in Consumer Decision-Making

Whether LLM-generated recommendations operate as a new form of algorithmic influence on preferences, credibility and product choice.

ExperimentsPerceived credibilityChoice modelling

Ongoing Research

Mobile App Marketing

App Store Video Previews, Installation Decisions, and Post-Install Engagement

The relationship between app store video previews, installation behavior and the subsequent engagement quality of acquired users.

App store dataEngagement metricsUser quality

Status to be verified

Human–AI Interaction

AI-Assisted Product Reviews: How LLM Interactions Influence Consumer-Generated Content

Whether conversational AI assistance changes the quantity, length, specificity and informational richness of consumer reviews.

Randomized field experimentText analysisUGC

Research DesignOngoing Research

AI-Driven Personalization

Persistent Memory in Conversational AI: Effects on Consumer Decisions and Perceived Control

How persistent memory and personalization in AI assistants influence decision efficiency, trust, confidence and perceived control.

ExperimentsTrustPerceived control

Research ConceptOngoing Research

Mobile App Marketing

The Future of App Discovery: From App Store Search to LLM Recommendations

The emerging role of generative AI platforms as intermediaries in mobile app discovery, acquisition and recommendation visibility.

Visibility analysisASORecommendation audits

Research ConceptOngoing Research