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Siv Ped­er­sen

Research Assistant

Subjects
Marketing Consumer behaviour Digitalisation Artificial intelligence

Primary research areas

Behavioural Science of Human-AI Interaction

My research explores how people think, feel, and act in the context of AI, and how humans and AI influence each other in interactions, with outcomes such as trust, creativity, and adoption.

Generative Experiments and AI Methods

I co-develop novel research methods that embed large language models into experiments, enabling realistic yet controlled studies of human–AI interactions and their societal impact.

Marketing and Data Analytics

Drawing on industry experience, I translate complex marketing and sales data into actionable insights, advancing both academic research and business practice in AI adoption and strategy.

I research and advise on the human side of AI

I research and advise on the human side of AI, with the goal of making technology more inclusive, effective, and beneficial for society. My work addresses one of today’s biggest challenges: understanding how humans and AI influence each other and ensuring that AI adoption happens in ways that build trust and create value.

In my PhD at Copenhagen Business School, I co-developed Generative Experiments: a novel method that embeds large language models directly into experiments. This approach enables researchers, practitioners, and policymakers to study human/AI interactions under realistic yet controlled conditions, informing the design of human-centric AI solutions.

My research helps:

  • Organisations implement AI responsibly and strategically
  • Policymakers understand societal responses to AI adoption
  • Researchers explore creativity, trust, and behaviour in human-AI interaction

Alongside research, I teach and supervise students in AI, analytics, and marketing management, and I actively contribute to making the AI field more inclusive by engaging more women in technology.