Hi, I'm Shubin (Lance) Yu, associate professor at BI Norwegian Business School. 

My research focuses on generative AI applications in business and research, consumer-technology interaction, and marketing communications. I am particularly interested in how GenAI transforms communication patterns and influences human perceptions and behaviors.

I like to try out new GenAI tools and I have developed several GenAI applications, including a website promoting effective and responsible use of GenAI in research, an automated interview system, a calendar generator, research tool-matching chatbots, and an email writing assistant.

I earned my Ph.D. in Communication Science from Ghent University in 2017, complemented by three master's degrees from KU Leuven (Statistics, Business Economics, and Cultural Studies). Prior to joining BI Norwegian Business School, I served as an Assistant Professor at Peking University HSBC Business School, where I continue to maintain a connection as a Visiting Associate Professor.

I have a dog called Mimi. She is a coton de tulear. I like travelling with her around the world.