Heeseung Andrew Lee

Heeseung Andrew Lee is an Assistant Professor at the Naveen Jindal School of Management, University of Texas at Dallas, specializing in Information Systems. His research explores the economics of information technology and human-AI collaboration, with applications in digital marketing and content consumption.

• Affiliation: Assistant Professor, Information Systems Department (UTD)
• Education: PhD & MS from KAIST (2022), BS from KAIST (2017)
• Teaching: Business Analytics with R, Colloquium in Management Information Systems

Research interests span multiple domains in digital transformation:

• Economics of IT: Quantifying technology ROI in modern organizations
• AI-Human Collaboration: Understanding human-AI interaction dynamics
• Digital Marketing: Analyzing consumer behavior in online environments
• Content Consumption: Studying digital media engagement patterns

Recent publications focus on digital content partitioning strategies (2025), behavioral nudges in e-commerce (2024), pandemic mobile tracing effectiveness (2023), and book consumption patterns (2021). These works demonstrate expertise in combining empirical analysis with digital platform research.