Hua Chang, PhD, is a Professor in the Marketing Department and Program Director of
the M.S. in Marketing Intelligence program in the College of Business and Economics.
His research examines consumer and marketing applications of artificial intelligence
(AI), with a particular focus on human-AI collaboration in customer service, AI-driven
personalization, and consumer responses to AI-generated content. Current projects
include experimental investigations of how consumers evaluate and trust human-only,
AI-only, and hybrid human-AI service configurations, as well as studies on perceived
authenticity in AI-generated advertising and AI-personalized social media communication.
At the Towson AI Institute (TAI), he will build cross-disciplinary research collaborations
on human-AI interaction in consumer and organizational contexts, including joint grant
proposals, co-authored empirical work, and a cross-college workshop series connecting
marketing, computer science, and information systems researchers on applied AI and
consumer behavior. |