Shubin Yu joined the Marketing Department at HEC Paris in Fall 2025. Before joining HEC, he was an Associate Professor at BI Norwegian Business School and an Assistant Professor at Peking University HSBC Business School. His research bridges marketing communication, consumer–technology interaction, and the application of generative AI in business. His work has appeared in leading academic journals, including the Journal of Consumer Psychology, International Journal of Research in Marketing, and International Journal of Electronic Commerce. Outside the classroom, Shubin founded QualiTaTi.com, an AI-driven interview platform that helps organizations gather qualitative insights at scale. At HEC Paris, he teaches Marketing Management and Generative AI for Management.

Shubin YU is also a Hi! PARIS Hi! PACE Professor, a program aimed at strengthening our academic offering, supporting new program launches, and responding to the growing demand for excellence in AI education.