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Expert Inquiry

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Between Innovation and Caution: How Consumers’ Risk Perception Shapes AI Product Decisions

Fact-checking in the age of AI: Reducing biases with non-human information sources

Virtual voices for real change: The efficacy of virtual humans in pro-environmental social marketing for mitigating misinformation about climate change

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

Won-Ki Moon studies how AI and algorithmic systems shape decision-making, communication and trust across individual, organizational and societal levels. His work examines sociotechnical decision-making and the legitimacy of emerging technologies, focusing on how people evaluate the fairness, responsibility, and public value of AI. His research further extends to science and risk communication, exploring how publics interpret scientific information, navigate misinformation, and form judgments about issues in climate, health and technology governances. He also investigates how AI transforms consumer-facing communication—such as digital persuasion, automated information sources, and data-driven advertising—and how these shifts influence risk perception and marketplace behaviors.

Public Trust, Misinformation, and Technology Governance

Consumer Decision-Making

Algorithmic Communication

Responsible Innovation

Human-AI Interaction

Misinformation

Artificial Intelligence

Science and Risk Communication

Artificial Intelligence and Society

Digital and AI-Assisted Advertising

AI Legitimacy, Ethics, and Responsible Innovation

Faculty Page

Eugy Han and Won-Ki Moon selected for UF International Center 2026 Global Fellows Program

Won-Ki Moon Offers Information on Classroom Best Practices at 2025 UF Quest Day

“Don’t Believe Everything You Read Online”: How AI Fact-Checking Could Challenge Political Bias in Science Information Processing

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

Assistant Professor

Media Inquiry