Shaping the future for human behavior, tech and business

Professor Yuqian Xu teaches at the forefront of emerging technologies.

She brings the latest advancements in digital-platform operations and artificial intelligence (AI) into the classroom, equipping UNC Kenan-Flagler Business School students with the tools that might well shape the future of business.

For Xu, teaching is about more than just delivering content – it’s about sparking conversations with students.

“I really enjoy the interaction with highly intelligent and diligent students,” she says.

“For my classes, it’s not one-way teaching. It’s like a two-way conversation. Students bring their work experience into the classroom, and we discuss real-world applications of what we’re learning.”

One discussion in her MBA project-management class involved a student sharing their experience in the real estate industry, leading to an exploration of how AI and machine learning could be integrated into the sector.

“That kind of exchange often sparks new ideas for my research,” she says.

Bringing research into the classroom

Xu’s research – focused on operations and digital platforms – is a natural extension of her teaching. “I like to bring my research findings directly into the classroom,” she says.

“For example, in my undergraduate operations course, we discuss how chatbots and autonomous delivery vehicles can cut customer wait times. And for my MBA class on project management, I explore how these technologies are being used by tech firms, like managing autonomous vehicles or chatbot deployment.”

Her latest research projects focus on the intersection of human behavior and technology, an area that’s close to her heart.

“One of my recent projects looks at how voice chatbots can be designed by incorporating business insights and consumer behavior,” she says. “We want to improve the operational performance of companies by considering how people interact with these technologies.”

She is also researching how autonomous delivery vehicles are increasing efficiency and productivity in industries that rely on human workers. She’s worked with companies like Alibaba, JD.com and Instacart in her research.

The focus is not just about launching new technologies — it’s also about overcoming resistance from the public.

“When new technologies like chatbots and autonomous vehicles launch, adoption rates are often low,” she says. “I look at how offering incentives like coupons can increase user trust and long-term use.”

Beyond AI, Xu’s work explores how emerging technologies are transforming business operations on a larger scale.

“One key takeaway I hope students gain is an understanding of how these technologies – like chatbots, autonomous vehicles and AI – are becoming an integral part of operations management,” she says.

“When students realize how these concepts are applied in the real world, they leave the classroom excited and motivated to apply what they’ve learned.”

Shaping the future

Her journey to academia began with a passion for math. “I did my undergraduate in mathematics, and it was that love for applying math to solve complex business problems that sparked my interest in pursuing a PhD,” says Xu.

“When I started my PhD at NYU Stern, I realized that my work could bridge theory and practice in business. That led to my first stream of research on stochastic control models for managing operational risks.

“But as I went on, I recognized the importance of human behavior in shaping business outcomes. That’s when my research really started to focus on the intersection of technology and people.”

Xu’s decision to join UNC Kenan-Flagler was also driven by the collaborative research environment and strong community.

“Before I came here, I was really attracted to the brand and recognition of the School and the strength of the operations management group,” she says.

“What I’m really fortunate to experience is the collegiate atmosphere. It’s not just my group but the entire Business School and the University. It’s always joyful to talk across disciplines, which really enriches my work.”

“The research here is outstanding, and I felt it was the right place for my work to grow,” she says. “But what really drew me in was the opportunity to collaborate with people who share similar interests. The interdisciplinary environment here is fantastic.”

She is fascinated by the practical applications of emerging technologies.

“I’ve built small platform software to study chatbot interactions, for example,” she says.

“It’s a tool to help read and digest information – kind of like a virtual assistant. It’s not about pulling all the information from the internet, but about being able to ask questions in context, and have it help you process and understand the material. It’s a fun way to explore the possibilities of AI.”

The intersection of human behavior, technology and business goes beyond academics for Xu: it’s the future of how we’ll interact with the world around us.

And at UNC Kenan-Flagler, she’s not just teaching her students to navigate that future – she’s actively shaping it.