Professor Xiangyu ZHAO awarded HK$7 Million in RGC Research Impact Fund 2023/24

Professor Xiangyu ZHAO awarded HK$7 Million in RGC Research Impact Fund 2023/24

Congratulations to Professor Xiangyu ZHAO, Assistant Professor of the School of Data Science, on receiving HK$7 million from the RGC Research Impact Fund 2023/24 (including a matching fund of HK$2.1 million provided by CityU) for his project entitled “Integrating ChatGPT with Search Engine Recommender System and Online Advertising to Enhance User Experience on Online Service Platforms”.

The project aims to revolutionize online service platforms by integrating Large Language Models like ChatGPT with core systems such as search engines, recommender systems, and online advertising. The goal is to enhance personalization, interactive capabilities, and user experience, encompassing the development of innovative frameworks and a prototype system. The duration of the project is 3.5 years.

This research is poised to make a significant impact on the digital landscape. By addressing the existing limitations in understanding user needs and providing personalized services, the project aims to significantly enhance user experience on online platforms. The integration of LLMs into key service systems is expected to bring about a paradigm shift in user interaction, offering a more personalized, interactive, and satisfying online experience. The implications of this research are far-reaching, promising to benefit not just individual users but also businesses, governments, and society at large. The project is set to establish new standards in user interaction and personalization, potentially influencing a wide range of online services and applications, both within Hong Kong and globally.

Professor ZHAO added: “Our project is a pioneering step in revolutionizing digital interactions. Integrating ChatGPT with online service systems, we aim to bridge the gap between human language and machine understanding, creating a more intuitive and personalized online experience. This research is not just about technological advancement; it's about making digital interactions more human-centric and transforming how we engage with the digital world. We're excited about setting new benchmarks in the field and anticipate a significant global impact.” The RIF scheme aims to encourage local academics to consider and articulate the potential of research to deliver benefit for the wider community, to encourage more impactful and translational research projects and to encourage a greater volume of collaborative research beyond academia.

We extend our heartfelt congratulations to Professor ZHAO! SDSC faculties continue to exhibit a high standard of quality in their research endeavours and will undoubtedly contribute to advancing knowledge and significantly impact society.