Mr. Ilyung Cheong

Biography

Ilyung Cheong is an Assistant Professor of Digital Marketing and AI at Trinity Business School, Trinity College Dublin. His work lies at the intersection of consumer behaviour, emerging technologies, and social impact. His AI-focused research investigates how consumers value generative AI creations and trust AI-driven assessment and interview tools; more recently it has expanded to issues of digital inclusion for older adults and to frontier technologies such as artificial consciousness all within a broader AI for Social Good (AI4SG) agenda. In parallel, his behavioural intervention work designs win-win nudges for consumers, firms, and the environment for example, food-customisation menus that boost customers' health and firms' profits, and group-based strategies that encourage energy conservation. Dr.Cheong's research has appeared in leading journals such as the Journal of Consumer Psychology (Financial Times 50), Scientific Reports (Nature Portfolio), and IEEE Transactions on Pattern Analysis and Machine Intelligence (impact factor 20.8). He combines field and laboratory experiments with small- to large-scale data analysis and works in close multidisciplinary collaboration with computer scientists and industry partners. He completed his PhD in Marketing at the Korea Advanced Institute of Science and Technology (KAIST) and holds dual bachelors degrees in Mathematics and Psychology from Sogang University. His continuing goal is to apply behavioural science to foster responsible AI, strengthen consumer trust, and deliver win-win outcomes for firms, consumers, and society.