USC Marshall School of business
Joo-Wha Hong, Ph.D., is a postdoctoral scholar at the USC Marshall School of Business who studies the social role of autonomous machines, mainly artificial intelligence (AI). His research area is cognitive and psychological attributes in Human-AI interaction. He is particularly interested in exploring how people cognize machine agents with roles as social entities and define relationships with them. He also conducts research on the implication of the metaverse and VR. His recent published works are mainly about the perception and the evaluation of various types of AI performance, from logical decisions to creative activities.
As the founding director of Human, Machine, & Society, an interdisciplinary research team, he manages the team and oversees every team project.