On May 28th, 2024, the WU's Institute for International Marketing Management (led by Univ. Prof. Dr. Marius K. Luedicke), in collaboration with the University of Vienna's Department of Marketing and International Business, and the WU's Competence Center for Empirical Research Methods, hosted a dynamic half-day workshop on Generative AI in qualitative research at WU campus.

During the workshop we tackled the potential, applications, challenges, and ethical implications of integrating Generative AI into qualitative research methodologies. A wide variety of academic researchers had great discussions, knowledge exchange and networking.

The workshop featured several distinguished speakers, each offering unique insights into the topic:

• Dr. Susanne Friese, Founding director of Qeludra and Senior Research Partner at Max Planck Institute, as the keynote speaker, presented on "Advancing Qualitative Methods with AI: Potential, Challenges, and Ethical Implications." Dr. Friese's expertise shed light on the transformative potential of AI in qualitative research, while also addressing the ethical considerations associated with its implementation.

• Ao. Univ.-Prof. Mag. Dr. Katharina Jolanta Auer-Zotlöterer from the University of Vienna's Department of Marketing and International Business, shared insights on "Qualitative Research: What’s New in AI?" Her presentation explored the latest advancements in AI technology and their implications for qualitative research methodologies.

• Milos Ivanis, MSc, from the Institute for International Marketing Management at WU, offered practical insights on "How Useful is ChatGPT as a Synthetic Study Participant?" Mr. Ivanis's presentation provided attendees with a deeper understanding of the capabilities and limitations of using Generative AI as a data collection tool in qualitative research.

• PD Dr. Katharina Miko-Schefzig, Head of the Competence Center for Empirical Research Methods, moderated the discussions throughout the workshop. Dr. Miko-Schefzig facilitated engaging dialogues on the challenges and opportunities presented by AI in qualitative research.

Attendees actively participated in discussions, exploring the practical applications of AI in qualitative research, the challenges associated with AI-driven data collection and analysis, and the ethical considerations involved.  As the workshop concluded, attendees left with a deeper understanding of the potential of Generative AI in qualitative research and a renewed commitment to ethical research practices in the digital age.