Press Release

Congratulations to Prof. Yulin Fang, Assist. Prof. Jingcun Cao, and Ms. Christy Hirai for winning the bestselling case award from the UK-based The Case Centre! Dedicated to advancing case analysis worldwide, The Case Centre’s annual award recognises excellence in case writing and development.

The case was “YOHO: Shopping with Generative Artificial Intelligence”, and it helps students learn more in the areas of Information Systems, Marketing, and Strategy, and offers insights into the consumer goods and retail & wholesale sectors.

In February 2024, YOHO launched the YOHO AI Assistant, a generative AI-powered virtual personal shopper. The company designed the Assistant to enhance personalised customer service and support its omnichannel business. Key topic areas are:

1. What is generative AI, and how can it be applied in sales and marketing activities of e-commerce platforms?
2. In what context does generative AI best demonstrate its value, which commercial activities best leverage generative AI, and which customer demographics does it appeal to the most?
3. What are the costs and benefits of businesses investing in generative AI?

Read the case directly from our Asia Case Research Centre here: https://www.acrc.hku.hk/Case/Detail/2179

Learn more about UK-Based Case Centre here: https://www.thecasecentre.org/