Felix Schakols
Title
M.A.
Last Name
Schakols
First name
Felix
Email
felix.schakols@unisg.ch
13 results
Now showing 1 - 10 of 13
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Item type:Publication, How AI literacy of managers shapes AI use in marketing.(2026)This study examines the influence of marketing managers’ AI knowledge on their attitudes and overall organizational AI acceptance. Survey data from 243 Swiss managers reveal that managerial AI knowledge is associated with organizational acceptance of AI for operational marketing tasks but not for strategic ones. The findings highlight the role of task type in shaping AI integration in marketing.Type:journal articleJournal:Marketing Review St. GallenVolume:43Issue:1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Agency Configurations in Generative AI Ideation: How Textual and Visual Idea Concretizations Shape Idea Creativity and Ideator Effort(2026-06-19); ; ; Ideators increasingly turn to generative artificial intelligence (GenAI) to improve the creativity of their ideas and reduce the cognitive effort required to refine them. This collaboration is based on finegrained configurations of human-AI agency that allow for partial automation and augmentation of the creative-ideation process. In this study, we examine how representational differences in AI-generated inputs into human ideation in the form of textual and visual concretizations influence the creativity of the jointly produced ideas and the effort ideators must expend. These AI-generated concretizations transform initial raw ideas into more mature representations that ideators can inspect, interpret, and evaluate. In an online experiment, we found that AI-generated textual concretizations improved idea creativity by 18% relative to AI-generated visual concretizations but required 30% greater effort from ideators. This effect was most pronounced for more mature ideas (i.e., specific and actionable). For very immature ideas, visual concretizations enhanced idea creativity without increased effort. We explain these differences through different configurations of human-AI agency in ideation. Textual concretizations correspond to augmentation: GenAI produces coherent textual concretizations that ideators must interpret and complete with their imagination. The material agency of GenAI is matched by human agency, increasing idea creativity but requiring greater effort. As ideas mature, richer textual concretizations provide greater substance for creative elaboration, boosting both idea creativity and ideator effort. In contrast, the use of visual concretizations follows an automation logic. GenAI exerts material agency by autonomously specifying all required details for a visual concretization. While this can boost creativity for very immature ideas by offering stimulating details for creative exploration, these details become constraining as ideas mature. This constrains human agency and ideators’ abilities to integrate novel elements into ideation. As its main contribution, our paper shows that representational differences in AI-generated concretizations shape idea creativity and ideator effort by producing distinct configurations of human-AI agency.Type:journal articleJournal:Information Systems ResearchVolume:Forthcoming - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Are Rural Residents the Real E-Mobility Pioneers? Adoption and Willingness to Pay for E-Mobility in Switzerland's Urban and Rural Areas(2024); ; This study investigates the differences in e-mobility between urban and rural areas in Switzerland. A survey of 1,037 residents in Switzerland shows that rural areas favor e-mobility more, despite urban areas being more environmentally conscious. Rural residents prefer e-bikes and cars, while urban residents rely on public transport. These differences suggest the need for tailored e-mobility strategies.Type:journal articleJournal:Marketing Review St.Gallen - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Broad vs. In-depth thinking: Evidence from managers collaborating with AI(2025); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Refining Ideas with Generative AI: How Text-and Image-Based Scenarios Influence Idea Refinement(2024); ; ; ; In the innovation process, generative AI can be used to refine ideas with text-based scenarios and image-based visualization. Our findings reveal that text-based scenarios versus image-based visualization scenarios enhance creative performance because they increase levels of mental outcome simulations.Type:conference paper - Some of the metrics are blocked by yourconsent settings
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Item type:Publication, Enhancing Collaborative Ideation with Generative AI: Choosing Between Text and Image Artefacts(2024); ; ; ; Type:conference contribution - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Beyond Automation: The Transformative Power of AI to Shape Consumer-Firm Relationship(2024-09-26) - Some of the metrics are blocked by yourconsent settings
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