China Business Knowledge at CUHK

The rise of AI-powered targeting has revolutionised digital marketing. As companies increasingly adopt these sophisticated techniques, is simply having a good algorithm enough?

“When competition is strong, companies have a high chance of targeting the same pool of individuals, especially if their algorithms use similar mechanisms,” says Jesse Yao, an Associate Professor at the Department of Marketing at CUHK Business School.

His study reveals that firms that prioritise highly interested consumers may find their targets shared with rivals, but casting a wider net to a broader target may risk wasted ad spend. However, building unique algorithms may benefit rivals by reducing competition, making it easier for rivals to access high-quality targets.

Read more: https://cbk.bschool.cuhk.edu.hk/if-everyone-uses-ai-who-stands-out/

If everyone uses AI, who stands out? - China Business Knowledge When competition is strong, companies have a high chance to target the same individuals, especially if their algorithms are similar , Professor Jesse Yao finds

AI has become ubiquitous, but the global race for tech leadership isn’t just about innovation. In China, companies are holding back on using foreign AI tools and waiting for local options.

“Technology adoption is not purely economic, but one deeply intertwined with strategic priorities,” says Wenxi Jiang, Professor of Finance at CUHK Business School. “Priority of safeguarding data security makes firms wary of foreign AI models that could inadvertently funnel proprietary or sensitive data out of China.”

What’s more, shareholders and investors are actually rewarding companies that choose homegrown AI, seeing it as a smart long-term move. Read more: https://cbk.bschool.cuhk.edu.hk/when-data-security-drives-ai-preference/

When data security drives AI preference - China Business Knowledge ChatGPT moment has driven AI adoption worldwide but in China, it was DeepSeek moment that truly matters, a study by Professors Jiang Wenxi and Gao Zhenyu finds

Many perceptions exist about what makes a successful entrepreneur, often shaped by traditional views. Given that AI models are trained on vast amounts of human literature, they may also reflect long-standing gender stereotypes, and new research finds a complex finding.

“Our study found that large language models generally exhibited a balanced gender perception of entrepreneurship, with a slight preference for feminine traits. However, algorithms may show a notable bias towards masculinity in specific scenarios, or when you use a different approach to ask the questions,” says Li Hongfei, Assistant Professor in the Department of Decisions, Operations and Technology at CUHK Business School.

While AI can offer less biased assessments in some areas, it may still mirror deeply embedded historical biases from its training data. This calls for a thoughtful approach to integrating AI into business practices.

Read more: https://cbk.bschool.cuhk.edu.hk/does-ai-perpetuate-the-boys-club-in-startups/

Does AI perpetuate the boy’s club in startups? - China Business Knowledge AI models have been trained to avoid biases, but when were asked with a different approach, Professor Li Hongfei finds they subtly favoured masculine traits

A new study co-authored by Professor Prasanna Karhade, Associate Professor in the Department of Decisions, Operations and Technology at CUHK Business School highlights why companies struggle to widely deploy AI automation, revealing how top-down vs. bottom-up dynamics determine adoption.

📌 Employee-led AI initiatives drive responsiveness and innovation, but risk fragmentation without clear governance .
📌 Top-down control often results in underutilised and unrepeatable AI projects, especially those without employee input.
📌 The key lies in blending employee initiatives, within clear governance frameworks that promote responsible and scalable use.
📌 Centralised IT support is essential to provide foundational infrastructure guardrails, ensuring AI tools remain reliable across the entire enterprise.

Read the full article: https://bit.ly/4fqDJHz

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As summer travel peaks, destinations worldwide grapple with a familiar issue of visitor misconduct, from littering to disrespecting local customs. A recent study delves into how intelligent robots can become powerful persuasion agents.

“Robots feel less personal than human staff, so people may be more open to listening without feeling judged or embarrassed. This fusion, being noticeable but not confrontational, helps nudge people towards better behaviour,” says Robert Li Xiang, the Fung King Hey Memorial Professor of Tourism Management and Director of the School of Hotel and Tourism Management at CUHK Business School.

Robots are more effective than normative signage and human personnel in mitigating undesirable tourist actions. Their efficiency is boosted when their human-like appearance is thoughtfully aligned with their language style, helping tourists manage perceived social threats and save face. This offers a novel approach to fostering sustainable tourism.

Read more: https://cbk.bschool.cuhk.edu.hk/could-intelligent-robots-be-the-cure-for-bad-tourists/

Could intelligent robots be the cure for bad tourists? - China Business Knowledge Tourist misbehaviour has constantly dotted headlines, but traditional countermeasures often fall short. Professor Robert Li Xiang suggests that robots can help

As AI becomes woven into everything we do, the frontier of technological governance is shifting. The best AI ideas often come from the ground up and a centralised control over AI projects may limit innovation.

“AI technologies are rapidly growing, but companies are sometimes stuck with the traditional ways of governing technology solely in the hands of the IT team,” says Prasanna Karhade, Associate Professor in the Department of Decisions, Operations and Technology at CUHK Business School.

Professor Karhade study finds that decentralised, employee-driven initiatives consistently outperform rigid, traditional IT-led approaches. Rather than relying solely on centralised control, forward-thinking organisations should create ecosystems where business users actively co-create and deploy AI solutions.

Read more: https://cbk.bschool.cuhk.edu.hk/should-you-let-employees-build-their-own-ai-bot/

Should you let employees build their own AI bot? - China Business Knowledge Many companies still struggle to deploy AI technology widely across their workplaces. Professor Prasanna Karhade sees companies are still in the dark about AI