TLDR: The Asper School of Business at the University of Manitoba has successfully secured $238,118 in national research funding through four Social Sciences and Humanities Research Council of Canada (SSHRC) Insight Development Grants. Four faculty members received these prestigious grants, achieving an 80% success rate, significantly above the national average. The funded projects include critical research into the impact of generative AI on consumer perception of advertising and the ethical integration of AI in healthcare decision-making.
Winnipeg, MB – The Asper School of Business at the University of Manitoba is celebrating a significant achievement in national research funding, with four of its faculty members receiving 2025 Social Sciences and Humanities Research Council of Canada (SSHRC) Insight Development Grants. These grants, totaling $238,118, are designed to support early-stage research with strong potential for impactful contributions across the social sciences and humanities.
The Asper School demonstrated exceptional research prowess, achieving a remarkable 80% success rate in securing these grants, which far surpasses the national average of 53%. This success underscores the institution’s commitment to fostering innovative research that addresses contemporary societal and technological challenges.
Among the funded projects, two stand out for their direct relevance to artificial intelligence. Dr. Harsha Kamatham, Assistant Professor of Marketing, received a grant for his project investigating how generative Artificial Intelligence tools are reshaping consumer perceptions of advertising. Collaborating with Ram Janakiraman and Rishika Rishika from North Carolina State University, and graduate student Kaushik Bhattacharjee (UM), Dr. Kamatham’s research will explore audience responses to AI-generated content versus human-created content. Dr. Kamatham expressed his enthusiasm, stating, “What excites me most about this project is its potential to unpack how people make sense of a rapidly changing creative landscape. Generative AI is not just another tool—it’s reshaping how we define creativity, who gets to be called a creator, and what that means for industries like advertising.” His work aims to provide crucial insights for businesses, policymakers, and content creators navigating the evolving intersection of technology and human creativity.
Similarly, Dr. Dan Shin, Assistant Professor of Supply Chain Management, secured funding for his project focused on the integration of artificial intelligence within healthcare systems. Dr. Shin’s research will utilize real-world case studies and interviews with healthcare professionals to examine the practical introduction of AI technologies and their effects on human autonomy in critical decision-making. As healthcare increasingly relies on AI for guiding treatments and managing patient outcomes, this research seeks to establish frameworks that uphold the independence and ethical responsibility of medical professionals while still leveraging the benefits of technological innovation.
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The four funded projects collectively span critical questions of technology, culture, ethics, and community, reflecting Asper’s dedication to exploring how business intersects with real-world challenges, particularly during periods of significant social and technological transformation. This funding reinforces the Asper School of Business’s position at the forefront of impactful business research.
