ILYUNG CHEONG

My name is Ilyung Cheong (pronounced IL-YUNG. In Korean, 정일융)!

 
I am an Assistant Professor in Digital Marketing & AI at Trinity Business School, Trinity College Dublin, the University of Dublin, Ireland.

My research examines what remains distinctively human in AI-driven markets by studying how consumers respond when AI replicates creativity, reshapes the value of human labor, redistributes responsibility, and mediates judgment. Through this work, I help firms and institutions understand when consumers embrace, resist, or distrust AI—and design AI technologies and behavioral interventions that protect consumer agency, improve welfare, and create value for firms and society.