Yale Center for Customer Insights

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executive conference room discussing Agentic AI and role of marketing and CMO

Agentic AI Will Make the CMO’s Role More Consequential

Ravi Dhar, Jon Iwata, Jennie Liu, Lauren Taylor, Janet Balis

Ravi Dhar and Jon Iwata Fortune Op-Ed Agentic AI

In the news: Ravi Dhar & Jon Iwata

Surveillance pricing is just the beginning. AI agents will be the real test of corporate trust.

That's a wrap: InsightsOn 2026

Read 4 takeaways from this year's Conference.

Ravi Dhar Nathan Novemsky Yale School of Management Center for Customer Insights - sit and answer 'what is an Insight?'

Content Spotlight: What is an Insight?

Professors Ravi Dhar and Nathan Novemsky explore.

Latest Insights

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Man looking at his fitness app and his watch

New research from Yale SOM's Kosuke Uetake finds that upgrading to the paid tier of a fitness app sparks a burst of activity that fades within weeks, rarely translating into long-term weight loss.

As AI agents become increasingly capable of acting on consumers' behalf, marketing is entering a new era—one in which brands will need to compete not only for customers' attention, but also for the trust of the intelligent systems helping them make decisions.

Yale InsightsOn Conference 2026 Yale Center for Customer Insights

The 2026 InsightsOn Conference, hosted by the Yale Center for Customer Insights, brought together leaders across marketing, strategy, insights, academia, technology, and the creator economy to ask a deceptively simple question: in a world of accelerating AI, infinite content, and collapsing attention, what should marketing actually become?

Hear from Discovery Students

A smiling person with long hair wearing a button-down shirt and suit jacket

Sophia Li drew on lessons from Discovery Projects, an experiential course offered by the Yale Center for Customer Insights, while analyzing consumer data for a leading food products company.

A person wearing a black sweater sitting on a stool

Participation in Discovery Projects, an experiential course offered by the Yale Center for Customer Insights, prepared Nina Chung ’26 for a summer internship in brand management.

Several Yale SOM interns posing outside an office building on a city street

For Jordan Greer ’25, participation in the Discovery Projects, an experiential course from the Yale Center for Customer Insights, prepared her to develop comprehensive marketing solutions in her summer internship.