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Siv Ped­er­sen

Ph.d. Fellow

Emner
Markedsføring Forbrugeradfærd Digitalisering Kunstig intelligens

Primary research areas

Be­ha­vi­or­al 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:

Organizations implement AI responsibly and strategically

Policymakers understand societal responses to AI adoption

Researchers explore creativity, trust, and behavior 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.