About Me
I am an Assistant Professor in the Department of Marketing at the City University of Hong Kong. My research focuses on topics in Human-AI Interactions, using various methods such as machine learning, applied econometrics, controlled experiment, and decision theory.
I received my Ph.D. in Quantitative Marketing from Yale School of Management in 2021. Prior to that, I completed a Master of Science in Marketing (2016) and a Bachelor of Business Administration (2014) at Seoul National University, Korea.
Research Interests
- Quantitative Marketing
- Human-AI Interactions
- Novelty
- Machine Learning
- Applied Econometrics
- Marketing Strategy
- Marketing Analytics
- AI and Marketing
Publications
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"The Adoption and Efficacy of Large Language Models in U.S. Consumer Financial Complaints"
Nature Human Behaviour, 2026.Media: The Wall Street Journal, The Economist, International AI Safety Report, Australian Financial Review, Yale Insights, Ground News, Tech Xplore.Featured in Nature Human Behaviour Research Briefing, "Large language models have the potential to level the playing field in consumer financial complaints." -
"Superhuman artificial intelligence can improve human decision-making by increasing novelty"
PNAS, 2023.Media: UNDP Human Development Report, Fortune, Forbes, Scientific American, and click here to see more news coverage. -
"The Impact of The Gig Economy on Product Quality through the Labor Market: Evidence from Ridesharing and Restaurant Quality"
Management Science, 2023.Media: National Affairs, The Boston Globe, Yale Insights, Yale Alumni Magazine. -
"Human learning from artificial intelligence: Evidence from human Go players' decisions after AlphaGo"
Proceedings of the Annual Meeting of the Cognitive Science Society, 2021.
Working Papers
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"Personalized dynamic price promotion in storable goods markets: A Structured Reinforcement Learning Approach"
- "The Social Side of Shopping: How Groups Influence Consumer Behavior in Malls"
- "Strategic Novelty in the Age of Superhuman AI: Theory and Empirics"
Work in progress
- "When Hallucination of LLMs Leads to Creative Idea" , Jin Kim
Teaching
City University of Hong Kong
| Course | Level | Semester | Evaluation |
|---|---|---|---|
| AI & Marketing | MSc | 2026 Fall | tbd / 5.0 |
| AI & Marketing | UG | 2026 Fall | tbd / 5.0 |
| Strategic Marketing | UG | 2026 Spring | tbd / 5.0 |
| Strategic Marketing | UG | 2025 Spring | 4.64 / 5.0 |
| Empirical Marketing Research | Ph.D. | 2024 Spring | 4.93 / 5.0 |
| Strategic Marketing | UG | 2024 Spring | 4.52 / 5.0 |
| Strategic Marketing | UG | 2023 Spring | 4.68 / 5.0 |
| Strategic Marketing | UG | 2022 Spring | Online |