Shubin (Lance) Yu, Associate Professor of Marketing at HEC Paris. 

Hi, I'm Shubin Yu, Associate Professor of Marketing (ETF) at HEC Paris and Adjunct Professor at BI Norwegian Business School and Luxembourg Business School.

My research and teaching focus 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, insights that I integrate into my classroom instruction and executive education programs.

As an educator and practitioner, I have written a book about GenAI for Business and am the founder of MimiTalk, an AI-powered interview system designed to revolutionize how researchers and businesses conduct qualitative data collection. Through MimiTalk, I bridge academic research with practical application, making in-depth interviews more scalable and accessible while maintaining the nuanced insights that come from conversational research methods.

I am also dedicated to promoting the responsible and effective use of GenAI in research through the Generative AI for Research Initiative, a platform that provides resources, best practices, and guidance for researchers navigating the integration of AI tools into their methodological toolkit. This initiative reflects my commitment to both advancing the field and educating the next generation of researchers and business leaders.

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). My academic journey across multiple institutions—including previous roles as Associate Professor at BI Norwegian Business School and Assistant Professor at Peking University HSBC Business School—has enriched my teaching approach and cross-cultural perspective in the classroom.

I have a dog called Mimi, a Coton de Tuléar, and I enjoy traveling with her around the world.