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Generative AI in business research: Methods, use cases, and responsible practice

Research

How can generative AI be used as a rigorous and responsible tool in research? This workshop presents ongoing projects that apply generative AI to large-scale textual analysis and invites an open discussion on methods, practical challenges, and ethical considerations across research fields.

Seminar,
Webinar
Date
19 Feb 2026
Time
10:00 - 12:00
Location
Room C33, School of Business, Economics and Law, Vasagatan 1, Gothenburg, and online
Participants
Mari Paananen, Associate Professor of Accounting
Imelda Taraj, Assistant Professor of Accounting
Good to know
The workshop will take place in a hybrid format
Organizer
Business IT Lab (BitLab) and the AI Community
Register here

The workshop begins with a presentation of two ongoing research projects that use generative AI for large-scale analysis of textual data, followed by an open discussion with participants. 

The projects examine content in earnings conference calls and annual corporate reports, illustrating how generative AI can be integrated into both quantitative and qualitative research designs. The session emphasises methodological choices, the translation of qualitative concepts into scalable analysis, validation and triangulation of AI-generated outputs, and the practical challenges encountered in real research settings. 

The subsequent discussion invites participants to reflect on opportunities, pitfalls, and ethical considerations, making the workshop a forum for researchers interested in responsible and methodologically sound uses of generative AI.

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