His primary research focus is centered on investigating the social influence of autonomous machines, particularly artificial intelligence (AI), with emphasis on the cognitive and psychological attributes of human-AI interaction. His research interests are mostly directed at examining how individuals conceptualize machine agents with social roles and form relationships with them. He also conducts research in the area of the metaverse and virtual reality. His recent publications are centered on the perception and evaluation of various types of AI performance, ranging from logical decision-making to creative activities. 

As the founding director of ITHEY, an interdisciplinary research crew, he manages the team and oversees every team project.