On September 8, the College of Management at National Taiwan Normal University (NTNU), in collaboration with the Department of Business Administration at National Taipei University (NTPU), co-organized a hybrid lecture featuring Dr. Szu-Hsin Wu, Assistant Professor at the University of Dundee School of Business, United Kingdom. Dr. Wu delivered two keynote talks on the themes “When Chatbots Fail” and “Digital Asset Management (DAM)”, offering insights into her latest research findings and practical applications.

The first lecture, “When Chatbots Fail,” took place at NTPU’s Sanxia campus, integrating online participants across Taiwan with on-site attendees. Dr. Wu highlighted the challenges of AI-powered customer service systems, pointing out that despite their rapid global adoption, chatbots frequently encounter failures. Common issues include their inability to correctly interpret or provide information, excessive requests for personal data, lack of authentic emotional interaction, poor integration with human agents, and limited capacity to resolve complex problems. Such shortcomings often provoke user anger, frustration, or even feelings of betrayal, leading in some cases to “passive resignation.” Dr. Wu reminded businesses that while efficiency matters, they must also carefully balance human-AI collaboration and manage customer emotions to sustain trust.

The second lecture, “Digital Asset Management,” was hosted at the NTNU campus and provided a comprehensive analysis of the core value and business applications of DAM. Dr. Wu emphasized that DAM is more than a centralized storage tool for digital files; it enables enterprises to leverage metadata, rights and intellectual property management, version control, and cross-platform integration. These features help organizations reduce operational costs, ensure brand consistency, and accelerate time-to-market. In today’s wave of digital transformation, she stressed, DAM has become a critical infrastructure for enhancing marketing agility and brand competitiveness.

Together, the two lectures showcased the collaborative achievements of NTNU’s College of Management in advancing emerging topics while giving students and faculty valuable opportunities to engage with an international scholar. Professor Tsai, Dean of the NTNU College of Management, remarked that the College will continue to promote internationalization and cross-university collaboration to cultivate management professionals who combine global vision with both academic rigor and practical expertise.

Photo: Dr. Szu-Hsin Wu (second from the left in the front row), Assistant Professor at the University of Dundee School of Business, delivers a lecture at the Department of Business Administration, College of Business, National Taipei University. Dr. Wei-Lun Chang (third from the left in the front row), Distinguished Professor at NTPU, also attended the event.