Yu Jeffrey Hu is a full professor and Accenture Chair at Purdue University’s Daniels School of Business. He is also a Distinguished Fellow of the INFORMS Information Systems Society, and has been a Digital Fellow at MIT’s Initiative on the Digital Economy.

Hu's research uses AI, econometric, and analytical models to quantify technology-driven user experience in environments such as electronic commerce, omni-channel retailing, offline commerce, social media, mobile app, fintech, and healthcare.

He coauthored the first paper discovering the "Long Tail" phenomenon in Internet markets, the first paper proving the value of social media in predicting stock markets, and the first paper using interpretable AI to quantify ROI of marketing campaigns. He has been an expert, consultant, or advisor for governments in the U.S., Europe, and Asia and many large companies around the world. He is frequently invited to speak at industry conferences.

His research has been published in top journals such as Management Science, Information Systems Research, Management Information Systems Quarterly, Review of Financial Studies, Marketing Science, and MIT Sloan Management Review. His research has been discussed and cited by media outlets such as Wall Street Journal, New York Times, Reuters, Bloomberg, InformationWeek, Wired Magazine, TIME Magazine, Forbes, INC. Magazine, The Telegraph, National Public Radio, SeekingAlpha.com, Bankrate.com, etc. His papers have been adopted for classroom use by many top universities around the world.