JI Hae Han

My research explores how vulnerable consumers interact with AI and technology. I investigate how people in moments of fragility perceive, cope with, and adapt to digital systems and how businesses can design AI that supports rather than exploits them. 

At its core, my work helps: 

Consumers by empowering dignity, resilience, and trust in technological interactions. 

Businesses by showing how responsible use of AI builds long-term, sustainable relationships with customers. 

The societal challenge I address is ensuring that technology fosters resilience and trust rather than reinforcing disadvantage. What motivates me is the possibility of turning moments of vulnerability into opportunities for empowerment, with AI serving as a supportive partner. 

My vision is a future where AI not only drives innovation for businesses but also upholds human dignity, creating stronger, more sustainable connections between people and organizations