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Professorship of Managerial Accounting and Digitalization

Professorshipof Managerial Accounting and Digitalization

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Session on Textual Analysis in the Age of AI at the VHB Annual Conference

18 March 2026

ki textanalyse textual analysis ai forschung research university hamburg uhh

Photo: Yannik Gehrke

Textual data has become an increasingly important source of evidence in business research, and advances in artificial intelligence are rapidly expanding the methodological toolkit available for its analysis. At the annual conference of the Verband der Hochschullehrerinnen und Hochschullehrer für Betriebswirtschaft (VHB) at the University of Göttingen, Yannik Gehrke took part in a session entitled "Textual Analysis in the Age of AI".

The session, in which Michelle Lang (University of Göttingen), Sebastian Firk (University Duisburg-Essen), Marvin Hanisch (University of Groningen), and Fabian Woebbeking (Martin-Luther-University Halle-Wittenberg) also participated, examined how emerging tools such as large language models and voice analytics are reshaping the field of textual analysis. The discussion addressed both the transformative potential of these developments and their methodological limitations and pitfalls.

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