Hi, I'm Shubin (Lance) Yu, Associate Professor of Marketing at HEC Paris. 

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 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'm working to make 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.

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 HEC Paris, 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, a Coton de Tuléar. I enjoy traveling with her around the world.