On the afternoon of Tuesday, May 6, 2025, the International Business Bachelor Program (IBBA) at National Sun Yat-sen University had the honor of hosting Professor Sung Joo Park, Professor Emeritus of KAIST Business School, for a compelling guest lecture in the International Marketing course. An esteemed expert in AI and innovation management, Professor Park delivered a rich and personal narrative on the evolution, applications, and ethical dimensions of artificial intelligence.

Beginning with a historical overview tracing AI's roots to 1954, Professor Park illuminated the field's cyclical journey—from the challenges of the 1970s "AI winter" to breakthroughs in machine learning and neural networks in the 1980s. Drawing from his own academic and research experience, including his Ph.D. studies at Michigan State University and early work on expert systems, he offered students a first-hand account of the growth of AI as both a scientific and societal force.

“Current AI systems, despite their groundbreaking capabilities, face significant environmental and operational challenges.”
–– Professor Sung Joo Park

Professor Park shed light on the considerable energy and water consumption involved in operating today’s AI models, underscoring the need for more sustainable and efficient technologies. In response to student inquiries, he referenced initiatives like DeepSeek, which focus on developing greener AI architectures and optimizing algorithmic efficiency.

The lecture also explored AI’s practical implications, especially the rise of generative language models such as ChatGPT. Professor Park highlighted how these tools are reshaping sectors like investment banking, customer service, and digital content creation. Yet, he cautioned about issues such as AI "hallucinations" (fabricated or inaccurate outputs), the risk of embedded bias, and the broader ethical implications of unchecked development.

The session closed on a forward-looking note, with Professor Park expressing optimism about the future of responsible AI innovation—where technological advancement and ethical awareness grow hand in hand.

The IBBA program sincerely thanks Professor Sung Joo Park for his thought-provoking lecture and meaningful exchange with students. As a token of appreciation, Dr. François Bouchetoux, course instructor, presented a commemorative gift on behalf of the College to recognize Professor Park’s generous contribution and inspiring visit to NSYSU.

— Written by: Stanislaus Tjahjadi (蔡緗倫)