Hoàng Khuat

I am a Doctoral Researcher at the Department of Marketing at Hanken School of Economics. My research focuses on the growing role of non-human actors in everyday interactions. These include technologies such as chatbots, recommendation algorithms, virtual influencers, and service robots—systems that increasingly interact with customers and influence decisions in ways that were traditionally handled by humans.

In my work, I study how people respond to these systems and whether firms are using them effectively. I am particularly interested in the small design choices that shape these interactions. For example, I currently examine how elements such as audio cues influence how users perceive these actors. My goal is to better understand how artificial entities can be designed so that they feel intuitive and useful to the people who interact with them.

Outside of research, I am interested in learning how people make decisions in symmetrical games like poker and Dota2.