Crowdsourced collaborations: Using AI, social media to find potential brand partners

Brand collaborations have been growing in popularity as a powerful marketing tool for businesses looking to generate hype and expand their customer base, but brand managers often rely on costly and time-consuming surveys and screenings to identify potential matchups. A recent study by a Penn State researcher and collaborators proposes a new method: an artificial intelligence (AI)-powered framework that can uncover promising brand collaborations by leveraging the social media chatter of consumers.