Date: Oct 14, 2021Time: 5:00 PM to 6:00 PM

HBSCNY Fall 2021 Entrepreneurship Case Study – THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI) led by HBS Assoc. Prof. Ayelet Israeli

Thu, 5:00 PM to 6:00 PM Zoom Meeting (Information to be sent to Registrants)
Alumni Startups


Designed to bring together entrepreneurs, investors and innovators from across the HBS community and New York startup ecosystem, this annual event will feature an exciting case study that will address issues facing startups across a range of industries and at various stages. Join us for a stimulating afternoon of learning and brainstorming.

Description of Case Study from the HBS Bulletin

Private link to case study materials will be sent to RSVP’s 24 hours before the event.

Agenda: (subject to change)
5:00 PM: Zoom Line Open & Opening Remarks
5:05PM: Interactive Case Study
5:45PM: Q&A
6:00PM: Closing Remarks

The Yes
Julie Bornstein (MBA 1997), cofounder and CEO; former COO, Stitch Fix
Jennifer Koen-Horowitz (MBA 1997), head of brand marketing and PR

Vision: The Spotify of fashion

Concept: The Yes builds a personalized, multi-brand store around each user. Leveraging AI and machine learning, the app uses a sophisticated algorithm to streamline and personalize a dynamically adaptive online feed of potential purchases based on yes or no responses to simple questions, getting smarter with every answer. “This has been done in media and music, but not fashion, which is an extremely nuanced category requiring constant training and retraining of the model,” says Koen.

Stats: Founded in 2018 and launched in May 2020, The Yes currently employs 40 and is the subject of a recent HBS case by senior lecturer Jill Avery and associate professor Ayelet Israeli. The company has received $30 million in venture capital funding.

Heard: “The ‘overwhelm’ of shopping online is very big,” says Koen. “We’ve built an experience that lets women enjoy the process and get to the items they love faster.”

Participants must register by 3PM on October 13th to receive details on joining the discussion. The Zoom link will be sent out 24 hours before the event.

Please note that no refunds will be issued.


Ayelet Israeli

HBS Marvin Bower Associate Professor

Ayelet Israeli is the Marvin Bower Associate Professor of Business Administration at the Harvard Business School Marketing Unit. She teaches the E-Commerce: Strategy, Growth, and Analytics course in the MBA elective curriculum, the Data Driven Marketing course in the Harvard Business Analytics Program, and in various Executive Education programs. She has previously taught the Marketing course in the first year MBA required curriculum.

In her research, Ayelet studies omni-channel and e-commerce markets. In particular, she focuses on pricing, channel management, online marketing, and marketing analytics. Her research has been published in leading marketing journals including Marketing Science and Journal of Marketing Research. Her dissertation won the 2014 INFORMS Society for Marketing Science Doctoral Dissertation Proposal Award, and she was named a finalist for the 2018 and the 2019 Frank M. Bass Award. Her work has been cited by The Wall Street Journal, The Atlantic, MSN Money, and Harvard Business Review.

Ayelet received her PhD in marketing from the Kellogg School of Management at Northwestern University. She holds an MBA from the Hebrew University of Jerusalem, where she also earned her MSc and BSc in computer science. In addition to her academic experience, Ayelet served as a lieutenant in the Intelligence Corps of the Israeli Defense Forces and worked as an engineer at Israel Aerospace Industries and at Intel Corporation in Israel.


Julie Bornstein

Founder and CEO of THE YES

Julie Bornstein is the Founder and CEO of THE YES, an AI-driven shopping platform that launched in 2020. Prior to THE YES, Julie was the COO of Stitch Fix, helping to scale the business to $1B. Before Stitch Fix, Julie had established herself as a leader in e-commerce and digital innovation, first through helping to build, then by growing Urban Outfitters into an online leader in Specialty retail and ultimately, leading Sephora to become the gold standard of multi-channel retail by innovating its web and mobile experiences and launching its Beauty Insider loyalty program. Julie received a BA and MBA from Harvard, and currently sits on the boards of Redfin, WW, and Sweet Green.


Ali Amarsy (PLDA '16)

SVP, Global Strategy Lead, Publicis Commerce & co-Vice President Entrepreneurship (Alumni Startups), HBSCNY

Ali leads Strategy globally for Publicis Commerce. In a past life as an entrepreneur, his AI startup was acquired in 2019. He has also worked 14 years at Leo Burnett and Publicis Groupe in the US and Middle East. Ali’s expertise is in taking ideas with potential for significant economic impact and packaging them for people to rally behind.

Date Time

Date: Oct 14, 2021Time: 5:00 PM to 6:00 PM


Zoom Meeting (Information to be sent to Registrants)1460 Broadway
New York, NY 10036
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  • 10 / Alumni Non-Members
  • 15 / General Public
  • 5 / Member/Member Guest



Marcus Agnew, Basma Alfarsi, Basma Alfarsi, Ayman Alzamil, Afsana Amarsy, Ali Amarsy, Goulamraza Amarsy, Priya Amarsy, Jackson Andrews, Olga Bartnicki, Antoine Bernheim, Clarence Brown, Rogelio Caceres, Nicholas Chacon, Andrew Cheskis, Eileen Conroy, Erin Costantini Jensen, SHENG-XIONG DING, Owen Davies, Walt Davis, Diegane Dione, Alec Ellison, John Ferrari, Ayala Gamburd, Tsega Gebreyes, Lydia Gilbert, Francisco Gomez, Melinda Gould, Janet Green, Michelle Griffin, Xin Hao, Maurice Helfgott, Dawn Hendricks, Abhijeet Jagtap, Kelsey Kenedy, Jason Klein, Bette Lawler, Clarence Lee, Young Eun Lee, Paul Li, Alison Lyness, Cristiano Machado, Taylor Margis-Noguera, Gina Mendolia, Margaret Miao, Jill Monk, Kerry Murphy, Kathleen Murray, Miles Nelson, Vijay Patel, Stephanie Quan, Divya Reddy, John Reese, Lesly Régis, Cindy Schreibman, Arash Shadpour, James Sherman, Swapnil Shetye, Susan Shultz, James Sigler, Jim Simmons, Taylor Simmons, Victoria Soler, Charles Soriano, Anne Stanton, Caitlin Steedle, Claire Steinberg, Joanne Stoner, Ardiana Sula, Jose Tesak, Girish Thakkar, Ajay Thakur, Shreesh Tiwari, Boris Tsimerinov, Siby Vadakekkara, Nina Wanerman, Ruthi Wertheimer, Jessica Wolf , Kevin Wolf, Ricky Yang, basheer a bergus, Felipe da Veiga, alex helander

Zoom Meeting (Information to be sent to Registrants)

1460 Broadway, New York, NY, 10036