His research primarily focuses on the social influence of autonomous machines, particularly artificial intelligence (AI), with an emphasis on the cognitive and psychological aspects of human-AI interaction. He is especially interested in exploring how individuals understand and perceive machine agents in social roles and develop relationships with them. Additionally, his research extends to the metaverse and virtual reality. His recent publications examine perceptions and evaluations of AI performance across a spectrum of tasks, from logical decision-making to creative endeavors. 

He is the founder of IThey, an interdisciplinary young scholar research crew, and AAA Lab, a human-machine interaction research laboratory at Sungkyunkwan University. He is also the current secretary of the Human-Machine Communication Interest Group at the International Communication Association. 

In 2025, he was ranked as a World's Top 2% Scientist.