Dr. Kate Jeonghee Byun is an Assistant Professor of Marketing at NEOMA Business School. Her research explores how consumers engage with artificial intelligence (AI) in today’s digital environments. She focuses on the evolving dynamics of consumer–AI interactions, with particular attention to AI agents, social media, and computer-mediated communication platforms. At the heart of her work lies a curiosity about how we can better understand consumer behavior toward AI—and how, in turn, we might shape AI technologies to promote more relational, ethical, and sustainable consumer futures.

Dr. Byun’s research has been published in international journals such as the European Journal of Marketing, Journal of Retailing and Consumer Services, and Journal of Interactive Advertising. She has presented her work at academic conferences, including the European Marketing Academy (EMAC) and the Association for Consumer Research (ACR). She also serves as an ad hoc reviewer for leading journals, including the Journal of the Academy of Marketing Science, Journal of Retailing and Consumer Services, Journal of Interactive Advertising, and European Journal of Marketing.

Before entering academia, she spent over a decade in senior marketing roles within the luxury and retail sectors at globally recognized companies. Her work focused on digital marketing, e-commerce, and brand strategy. This industry experience informs her academic research with a grounded perspective that bridges theoretical insight and practical relevance.