Our research group examines how AI reshapes firms, labor, and institutions, highlighting the dual forces of efficiency gains and integrity risks. Across contexts such as auditing, journalism, video platforms, clinical trials, restaurants, labor unions, and firm strategy, we show that AI adoption is not monolithic: its impacts depend on whether it is product- or process-oriented, partial or full, embodied or disembodied. Using empirical designs such as causal inference, multimodal analysis, and field interviews, we find that AI boosts productivity, output, and firm value, but can erode trust, displace workers, and compromise information quality unless mediated by governance, institutional oversight, and strategic orientation. Collectively, our work advances a unified theory of the efficiency–integrity frontier of AI adoption, demonstrating that value realization requires complementary investments, institutional safeguards, and human–AI collaboration mechanisms.
For some papers, we share interactive visualization and datasets. Working papers are available upon request.
Park, Jaecheol, Joy Wu, Arslan Aziz, Gene Moo Lee (2024). Do Incentivized Reviews Poison the Well? Evidence from a Natural Experiment at Amazon.com. R&R (3rd round), Information Systems Research.
[WISE ’21, PACIS ’22, SCECR ’22, BU Platform ’22, CIST ’22, BIGS ’22] #onlinereviews #incentives #platform #amazon
Zhang, Xiaoke, Mi Zhou, Gene Moo Lee (2024). AI Voice in Online Video Platforms: A Multimodal Perspective on Content Creation and Consumption. R&R (2nd round), MIS Quarterly.
[DS ’22, WITS ’22, KrAIS ’23, CSWIM ’23, KrAIS ’23, CIST ’23] [API Sponsored by Ensemble Data] #AI #video #creativity #TTS #tiktok
Lee, Myunghwan, Gene Moo Lee, Hasan Cavusoglu, Marc-David Seidel (2024). Strategic Competitive Positioning: A Structural Hole-based Firm-level Opportunity Construct for Information Systems Research. R&R (3rd round), Journal of Management Information Systems.
[Visualization] [CIST ’19, DS ’21, KrAIS ’21] #strategy #competition
Zhang, Xiaoke, Myunghwan Lee, Mi Zhou, Gene Moo Lee (2024). Large Language Models in the Institutional Press: Investigating the Effects on News Production and Consumption. R&R (2nd round), MIS Quarterly.
[DS ’24, CIST ’24, BIGS ’24] #ai #journalism #llm
Song, Victor, Hasan Cavusoglu, Jaecheol Park, Li Zhi Ma, Gene Moo Lee (2024). IT Risk and Stock Price Crashes. R&R (2nd round), Journal of Management Information Systems.
[HICSS ’20] #itrisk #cybersecurity
Lee, Myunghwan, Gene Moo Lee, Donghyuk Shin, Wooje Cho, Sang-Pil Han (2025). Service Robots and Workforce Transformation: Evidence from Restaurant Operations. Working Paper.
[WITS ’20, KrAIS ’20, DS ’22, BIGS ’22] #AI #servicerobots #restaurants
Park, Jiyong, Myunghwan Lee, Yoonseock Son, Gene Moo Lee (2024). From Resistance to Collaboration: Labor Unions, AI Investment, and Firm Value. Under Review.
[CIST ’24, BIGS’24, WISE ’24, ISR-PDW’25] #ai #labor #unionization #value
Lee, Myunghwan, Timo Sturm, Gene Moo Lee (2024). Exploring the Influence of Machine Learning on Organizational Learning: An Empirical Analysis of Publicly Listed Organizations. Working Paper.
[JUSWIS ’24, KrAIS ’24] #ai #org-learning #exploration #performance
Park, Jaecheol, Myunghwan Lee, J. Frank Li, Gene Moo Lee (2024) Unpacking the AI Transformation: The Impact of AI Strategies on Firm Performance from the Dynamic Capabilities Perspective.
[CIST ’24, INFORMS ’24, KrAIS ’24, BIGS ’24, ISR-PDW’25] #ai #strategy #product #process #value
Kwon, Soonjae, Gene Moo Lee, Dongwon Lee, Sunghyuk Park (2024). Seeing the Unseen: The Effects of Implicit Representation in an Online Dating Platform. Preparing for Journal Submission.
[DS ’21, WITS ’21, ICIS ’22, WITS ’24] #genAI #matching #onlinedating
Kwon, Angela Eunyoung, Jaecheok Park, Gene Moo Lee (2025). How Does AI Change Drug Development? Evidence from Clinical Trial Phases and Drug Types.
[KrAIS ’25, CIST ’25, INFORMS ’25] #AI #clinicaltrials #drugdevelopment
Wu, Pauline, Jaecheol Park, Rajesh Vijayaraghavan, Gene Moo Lee (2025). Not All AI Is Equal: How AI Adoption Types Shape Audit Fees and Quality.
#AI #audit #quality #product #process
Park, Jaecheol, Myunghwan Lee, Gene Moo Lee (2024). The Effect of Mobile Device Management on Work-from-home Productivity: Insights from U.S. Public Firms. Preparing for Journal Submission.
[MSISR ’23, KrAIS ’23, WeB ’23, BIGS ’23, AOM ’24] #mobile #resilience #productivity
Inactive working papers
Lee, Myunghwan, Victor Cui, Gene Moo Lee (2023) Disrupt with AI: The Impact of Deep Learning Capabilities on Exploratory Innovation. [AOM ’23, CIST ’23]
Lee, Myunghwan, Gene Moo Lee (2022) Ideas are Easy but Execution is Everything: Measuring the Impact of Stated AI Strategies and Capability on Firm Innovation Performance. [DS ’22]
Schulte-Althoff, Matthais, Daniel Fürstenau, Gene Moo Lee, Hannes Rothes, Robert Kauffman (2022) What Fuels Growth? A Comparative Analysis of the Scaling Intensity of AI Start-ups [HICSS ’21, WITS ’22]
Cao, Rui, Gene Moo Lee, Hasan Cavusoglu (2021) Corporate Social Network Analysis: A Deep Learning Approach. [WITS ’20, DS ’21] [Research demo site]
Park, Sungho, Gene Moo Lee, Donghyuk Shin, Sang-Pil Han (2022) When Does Congruence Matter for Pre-roll Video Ads? The Effect of Multimodal, Ad-Content Congruence on the Ad Completion. [INFORMS ’20, AIMLBA ’20, WITS ’20]
Schulte-Althoff, Matthias, Kai Schewina, Gene Moo Lee, Daniel Fürstenau (2021) On the Heterogeneity of Startup Tech Stacks. [HICSS ’21]
Koh, Yumi, Gea M. Lee, Gene Moo Lee (2023) Price Competition and Active or Inactive Consumer Search. [APIOC ’19, EARIE ’23]
Bera, Debalina, Gene Moo Lee, Dan J. Kim (2024) Anatomy of Phishing Tactics and Susceptibility: An Investigation of the Dynamics of Phishing Tactics and Contextual Traits in Susceptibility.
Lee, Gene Moo, James Naughton, Xin Zheng, Dexin Zhou (2020) Predicting Litigation Risk via Machine Learning. [CFMA ’19] [Litigation risk score data 1996-2015]
Disclaimer: Some of the images on the page are generated by DALL-E 2.