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msi
 
 
 
 

Tuesday, February 4 | 12:00pm ET
 
 
Despite decades of growth in crowdsourcing contests, the core model has remained largely the same: companies encourage many submissions to select a few winners, often leaving the majority of ideas unused. For example, Lay’s received 2.8 million submissions for their “Do Us A Flavor” contest but awarded just one $1M prize, raising the question—could those non-winning ideas have value?

Our research explores whether companies can unlock value from the vast pool of unused ideas, leveraging AI to transform the traditional crowdsourcing model. In a unique collaboration with Missoni, AWAYTOMARS, and IBM, we conducted a real crowdsourcing contest for a Missoni T-shirt collection. Using AI trained on non-winning submissions, we compared the value of AI-generated designs to crowd-selected winners through experiments and a real market test. The results reveal how AI can enhance innovation and disrupt the traditional crowdsourcing process.
 
 
Register Now
 
 

Page Moreau

University of Wisconsin - Madison
 

Page Moreau is the John R. Nevin Chair in Marketing at the Wisconsin School of Business. She received a Ph.D. in marketing from Columbia University in 1998. Her research focuses on creativity, consumer learning, and innovation. Professor Moreau’s work has been published in the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Marketing, and the Journal of Consumer Psychology. She is currently an Associate Editor at the Journal of Consumer Research and serves on the editorial review boards of the Journal of Marketing, the Journal of Marketing Research, and the Journal of Consumer Psychology.
 
 

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