Dr. Ilyung Cheong

Biography

Ilyung Cheong is an Assistant Professor in Digital Marketing & AI at Trinity Business School, Trinity College Dublin. His research sits at the intersection of consumer behaviour, emerging technologies, and social impact. He studies how consumers evaluate generative AI outputs and how they trust AI-driven assessment tools. His recent work extends to broader societal challenges related to AI, including hallucinations and misinformation, public responses to AI-driven job replacement, and trust in AI patrol robots, as part of a wider AI for Social Good agenda. He also works on win-win interventions, such as nudges and channel factors, that create value for consumers, firms, and sustainability. Dr Cheong's research has appeared in leading journals such as the Journal of Consumer Psychology (FT50), 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 received his PhD in Marketing from the Korea Advanced Institute of Science and Technology (KAIST) and holds dual bachelor's degrees in Mathematics and Psychology from Sogang University. He aims to apply behavioural science to foster responsible AI, strengthen consumer trust, and deliver positive outcomes for firms, consumers, and society.