معرفی
Dr. Kevin Lu is a Reader at Brunel Business School, Brunel University London, specializing in digital transformation and business analytics. His research focuses on leveraging Generative Artificial Intelligence (GAI) technology for digital business strategy development. He has published over 30 research articles in leading journals, 3 book chapters, and more than 30 conference papers. His work has been supported by organizations such as SAMS, GCRF, Innovate UK, EPSRC, and the EU.
Dr. Lu holds a BSc (Hons) in Mathematics, a PhD in Management, and a Postgraduate Certificate in Teaching and Learning in Higher Education. Before joining academia, he worked in industry as a computer software engineer, bringing practical experience to his research and teaching.
His research interests span digital marketing and marketing analytics, understanding business development through data analysis, and Generative AI applications in marketing. Dr. Lu adopts a computer science perspective in his work, encompassing topics such as social networks, trust, web science, artificial intelligence, and fair and accountable interactions. His studies utilize methods including mathematical modeling, optimization, and econometrics. His recent publications demonstrate a strong focus on the intersection of AI and consumer behavior, particularly in e-commerce contexts, with increasing emphasis on Generative AI applications.
Dr. Lu has successfully supervised ten PhD students to completion and currently supervises research on developing business strategies for digital products using Generative AI techniques. His research has attracted significant funding from prestigious organizations including SAMS, GCRF, Innovate UK, EPSRC, and the EU.
- Fellow of the Higher Education Academy (FHEA)
- Member of the SAS Academy Programme
- Chair for Business Analytics track at IEEE Conference on Business Informatics
He teaches courses in Business Intelligence, Marketing Analytics, and Business Statistics, maintaining regular office hours and dedicated time for dissertation supervision. His work provides valuable insights for businesses seeking to leverage digital technologies for competitive advantage, particularly in understanding how AI applications can transform customer interactions and business processes.
