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Won-Ki Moon - University of Florida. Gainesville, FL, US

Won-Ki Moon

Assistant Professor | University of Florida

Gainesville, FL, UNITED STATES

Won-Ki's work explores how emerging technologies, especially AI and artificial humans, intersect with human decisions and behaviors.


Won-Ki Moon’s research interests stem from his background in consumer behavior, media psychology, and science communication. His current academic endeavors center on the crucial concept of "AI for social good," with a specific emphasis on the ethical implementation of artificial intelligence to enhance societal well-being. His inquiries encompass responsible innovation in AI and the social responsibility of technology corporations. He also studies public understanding of science, including but not limited to AI, climate change, health, and medicine. His research endeavors strive to unravel the impact of scientific knowledge and perceptions on individual decision-making processes and information consumption behaviors.

Areas of Expertise (5)

Responsible Innovation

Human-AI Interaction


Artificial Intelligence

Science and Risk Communication

Media Appearances (1)

Research Fridays: Rise of Non-Human Agents in (Strategic) Communication

UF College of Journalism and Communications  tv


Research Fridays features faculty and graduate students from the University of Florida College of Journalism and Communications presenting current research to their colleagues. On April 7, 2023, Advertising Assistant Professor Won-Ki Moon presented “Rise of Non-Human Agents in (Strategic) Communication.”

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Articles (1)

AI as an Apolitical Referee: Using Alternative Sources to Decrease Partisan Biases in the Processing of Fact-Checking Messages

Digital Journalism

Myojung Chung, et. al


While fact-checking has received much attention as a tool to fight misinformation online, fact-checking efforts have yielded limited success in combating political misinformation due to partisans’ biased information processing. The efficacy of fact-checking often decreases, if not backfires, when the fact-checking messages contradict individual audiences’ political stance.

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