【Article by Master’s Program in Global Communication and Innovation Technology (GCIT)】

On May 14, 2025, the Master’s Program in Global Communication and Innovation Technology (GCIT) at National Chengchi University welcomed Mr. Eric Lee, Vice President of Enterprise Solutions for Greater China at Appier, to deliver an industry lecture titled “How AI Drives Business Growth: Success Cases and Career Insights.” With over 20 years of experience in digital transformation and SaaS solutions, Mr. Lee shared deep insights into how AI is reshaping corporate strategies and accelerating business performance, offering GCIT students and faculty a rare glimpse into real-world industry practices.

An alumnus of NCCU, Mr. Lee began the session with a personal story about teaching his 10-year-old son to use ChatGPT for investment inquiries. “AI has become deeply embedded in our daily lives—even children are relying on it for decision-making. This reflects the profound influence AI has on both individuals and enterprises,” he noted.

Founded in 2012, Appier has grown to nearly 800 employees and operates across multiple markets in the Asia-Pacific and Europe. The company went public in Japan in 2021 and was recently included in the Nikkei 500 Index in 2024. Specializing in AI-powered marketing technology solutions, Appier has served over 1,800 global clients and received seven prestigious awards in the AI field.

Real-World Use Cases Demonstrate AI’s Business Value
Mr. Lee showcased several successful collaboration cases, demonstrating the practical applications of AI across various industries. In retail, AI technology is used to accurately identify consumer preferences, allowing for personalized marketing campaigns tailored to different consumer groups based on their interests and needs. This approach enables a "one-to-one" shopping experience through diverse channels.

In the financial services sector, Appier has helped financial institutions predict potential customers. Even in the absence of complete transaction records, accurate customer modeling and recommendations are made possible through limited behavioral data. "Predictive AI, combined with generative AI, makes precise communication strategies that were previously difficult to implement, now possible," explained Lee.

Other successful cases include the use of AI in the aviation industry to optimize passenger experience, predicting specific demand groups in retail and offering targeted products, and creating differentiated marketing strategies for various types of customers in the hospitality industry. Lee emphasized, "Not only large enterprises benefit, but small and medium-sized brands can also achieve highly accurate personalized interactions through our solutions."

Lee also illustrated the importance of rapid technological iteration with his own experience upgrading from traditional flywheels to intelligent virtual riding devices. "I used smart devices to experience famous attractions and race tracks worldwide, even recreating past work and life scenarios," he explained. He pointed out that many business owners still remain entrenched in traditional thinking: "If businesses do not continue to learn and leverage new technologies, they will struggle to maintain a competitive edge in an intense market."

In response to a student's question about how Appier assists clients from different industries, Lee explained the company's service model in detail: "We have Customer Success Managers dedicated to assisting clients, covering both functional product training and strategic best practice sharing. We regularly hold quarterly business review meetings to collaboratively optimize outcomes with our clients."

He provided the example of long-term collaborations with internationally renowned brands: "From initially not understanding digital marketing at all, to now developing thousands of customer group analyses, we accompany our clients in continuously trying and optimizing strategies for different consumer groups, finding the most effective communication channels and timing for each type of consumer."

Regarding personal data privacy issues, Lee shared two key principles: "Firstly, all data collection is done with the explicit consent of the client, which is the top concern for our financial clients. Secondly, we do not collect personally identifiable information such as names and phone numbers, but instead analyze behavioral patterns using ID numbers. As a publicly listed company in Japan, we are extremely cautious about data compliance.”

Arts Majors Can Also Thrive in AI—Application Skills Are Key
Charlotte, a student from Hong Kong, asked how those with a humanities background can enter the AI industry. Mr. Lee encouraged her, saying, “Now is the perfect time. Generative AI has significantly lowered the barrier to entry. What matters is not your academic background, but your ability to write high-quality prompts and produce exceptional results. The market only cares about how well you can apply AI.”

He added, “Future AI professionals aren’t coders—they’re people who can understand business needs and craft effective prompts. If everyone here had access to the same tool, the one who writes the best prompt will generate the most compelling content. That’s the core competency of tomorrow’s workplace.”

For aspiring AI talent, Lee advised, “You don’t need a computer science degree, but you must know how to use AI effectively in practical areas such as marketing, content generation, and customer engagement.” He also highlighted Appier’s six-month internship program and encouraged students to apply.

The session provided GCIT faculty and students with invaluable industry insights—deepening their understanding of how AI is revolutionizing marketing strategies and offering practical career guidance. In the age of digital transformation, the ability to ask the right questions and generate high-quality responses will be the defining edge in navigating the AI era.

[此中英文稿和圖片以及全球傳播與創新科技碩士學位學程均獲得中華民國文化部的補助。]