By Adriana Betancourt
At the NIU College of Business, Assistant Professor of Marketing Andy Jeon is helping students understand one of the most powerful forces shaping today’s world: artificial intelligence (AI). But his journey to the classroom was not a straight path; it was built through global experiences, curiosity and a willingness to explore the unknown.
In his nearly six years in the college, Jeon has made a lasting impression on students through his dedication to teaching. Receiving the student-chosen Golden Apple Award was especially meaningful as it reflects the genuine impact he has on our students.
Growing up in South Korea, Jeon developed a strong sense of discipline early on, especially during his time serving in the Republic of Korea Army. Reflecting on his early influences, he shared, “I’m very much influenced by Korean culture; but in the army, I learned how to discipline myself. A lot of factors are baked into my mindset and identities.”
That foundation, combined with encouragement from his father, led him to pursue education abroad.
“My father wanted me to study abroad so that I could find something that I love to study,” Jeon explained. “I was given total freedom of choice in the subject I could focus on.”
Initially unsure of his path, Jeon explored different academic areas, eventually finding interest in computational behavioral science that Jeon applies to the study of consumers’ interaction with emerging technologies, especially AI. Over time, what once felt like unrelated studies began to connect.
“When I started coming up with my own research idea, it was based on the blending of different perspectives,” he said, emphasizing how interdisciplinary thinking shaped his approach.
A defining moment in his academic journey came when he was introduced to new ways of thinking through a course centered on ways of knowing. The course taught Jeon multiple ways to evaluate information. Instead of relying on just one approach, he started thinking through evidence and data, logic and argument structure, personal experience and cultural or ethical perspectives, to name a few perspectives.
“This helps you to come outside of your thinking box and engage in new ways of looking at the same phenomenon,” Jeon said of an approach that continues to influence both his research and teaching today.
Before joining NIU, Jeon gained diverse academic and professional experiences across the globe, eventually bringing his expertise to the United States and into business education. Since arriving at NIU, he has played a key role in shaping AI-focused marketing courses, helping position the College of Business at the forefront of emerging technology education.
Behind the scenes, his research focuses on a fundamental question: “How do humans interact with artificial intelligence?”
“To what extent and how are humans different, similar to, or even the same as AI?” Jeon asks in his research. His work explores how, even when AI behaves like humans, people may still respond to it differently. Learn more about Jeon’s recently published paper on humanlike AI chatbots. And he investigates this mainly through experiments and computational modeling of behavior.
In the classroom, Jeon brings his research to life through a thoughtful and student-centered approach. He is the type of professor who takes his time to make sure every student understands the concepts, especially when navigating complex subjects like AI and consumer behavior. Rather than rushing through material, he creates space for questions, discussion and deeper thinking, making sure students leave with clarity and confidence.
For students interested in AI, digital marketing or pursuing advanced degrees, his advice centers on curiosity and imagination.
“Always be curious … and what matters even more is imagination,” he said, emphasizing that innovation comes from exploring the unfamiliar.
As AI continues to evolve, Jeon encourages students to focus on what makes them uniquely human.
“What AI can easily do is not what we should pursue. We need to create value based on our unique human insights,” he explained, pointing to creativity, relationships and observation as key differentiators.
Jeon also challenges a common misconception.
“AI is not a threat or an opportunity as of now,” he said. “It is both, and it’s final state will be determined by all of us.”
