幫緊你幫緊你 職場精神健康關注組

職場精神健康本是一個嚴肅話題，記者以輕鬆易入口的軟性包裝，製作出關於精神健康的硬資訊，盼喚起各界對職場精神健康重要的關注。

你有壓力 我有壓力 精神健康小貼士

職場上「你有壓力 我有壓力」，本短片以一分鐘短視頻製作，為讀者帶來精神健康小貼士。

沉浸式 星夜再訪

解構就業模式轉向 透視斜槓族現象

每年本港都有超過兩萬名大學生畢業，全職已經不再是唯一選擇，本專題訪問跨領域專業人士，並提供案例，以了解本港就業模式轉向，透視斜槓族現象。

On 29 June 2026, Professor Scarlet, Dean of the School of Communication at The Hang Seng University of Hong Kong, was invited to attend the “GBA (Dongguan) Brand Conference 2026” as a guest speaker. In her presentation, titled How Social Media Utilises AI to Enhance Brand Preference, Professor Tso discussed AI’s pivotal role in shaping modern branding strategies. The conference, which brought together approximately 500 experts, government officials, business leaders, and academics, revolved around the theme Brands in AI Era. It focused on exploring how artificial intelligence (AI) is empowering brand innovation and positioning Greater Bay Area (GBA) brands for global success.

Prof. Tso was invited to attend the “GBA (Dongguan) Brand Conference 2026” as a guest speaker

Professor Tso’s Keynote Address: Leveraging AI for Enhancing Brand Preferences on Social Media

Professor Tso’s address offered an academic and pragmatic exploration of how social media, powered by AI technologies, cultivates and amplifies brand preferences. Her presentation outlined critical challenges, innovative applications, and solutions for making AI an instrumental part of brand development.

Prof. Tso’s Keynote Address: Leveraging AI for Enhancing Brand Preferences on Social Media

1. Transformation and Challenges in the Social Media Ecosystem

Professor To began by analysing the structural shifts occurring in today’s social media landscape. She highlighted the emergence of algorithm-driven platforms and their profound impact. As recommendation algorithms become increasingly transparent, content selection and dissemination are growing more scientific. However, these developments present dual challenges for brands:

• Algorithm Dependence: According to Professor Tso, 71% of marketing decision-makers believe that “if a brand fails to align with an algorithm, its content becomes difficult to discover.”
• Content Uniformity Risk: Over-optimisation targeting algorithms results in a sea of homogeneous content, which undermines brand distinctiveness and long-term competitiveness.

These trends signify a deeper shift: brands must now evolve from merely attracting user engagement to deeply understanding and adapting to platform rules and algorithmic tendencies.

2. Defining Brand Preference and AI’s Key Contributions

Professor Tso illuminated the concept of brand preference, which she defined as a consumer’s conscious preference for a specific brand over competitors. She outlined the three dimensions of brand preference:

• Cognitive Dimension: Brand awareness and associations.
• Emotional Dimension: Brand attitudes and emotional connections.
• Behavioural Dimension: Purchase intention and brand loyalty.

She further unveiled AI’s critical role in strengthening brand preference and enumerated key applications:

• Personalised Recommendations: She cited Netflix’s AI-powered algorithm, which drives over 80% of its content views, and Nike Fit’s AI foot-scanning technology, designed to enhance precision and customer satisfaction.
• Generative Content Creation: AI creates unique visual and narrative content, such as Heinz’s AI-generated creative images, which achieved over 800 million views.
• Dynamic Decision-Making Support: AI tools excel in analysing consumer sentiment, informing brands to adjust their strategies in real time and deliver superior user experiences.

3. Practical Case Studies of AI-Enabled Brand Development

Professor Tso provided compelling case studies to demonstrate how AI is revolutionising branding. These examples included:

• Virtual Influencers: Collaborations between brands and AI-generated virtual influencers, such as Lil Miquela, who partnered with BMW, reveal innovative approaches to engaging audiences and elevating brand appeal.
• Deep Personalisation: Nike Fit’s AI application, which scans foot dimensions to offer precise shoe size recommendations, serves as a benchmark in using AI to enrich customer experience and foster loyalty.

4. Challenges and Risk Management in AI Deployment

While acknowledging AI’s transformative potential, Professor Tso also addressed the inherent challenges and risks in its use:

• Loss of Authenticity: Content generated by AI-powered systems, though effective, can at times lack emotional warmth and human connection, as exemplified by certain AI advertisements that drew criticism for insufficient human sentiment.
• Data Privacy and Ethical Concerns: Personalisation algorithms often raise concerns about privacy infringements. Balancing user privacy with targeted recommendations remains a challenge.
• Over-Reliance on Technology: Professor Tso emphasised that brands must avoid sidelining human creativity and ensure that AI is used as a tool to complement, not replace, holistic marketing strategies.

Conclusion and Insights

In concluding her speech, Professor Tso remarked:
“AI is indispensable for enhancing brand preference on social media, but it must be coupled with human creativity to achieve enduring success. Brand influence stems not only from technological enhancement but also from sustained emotional engagement and personalised interaction.”

She encouraged brands to actively explore and experiment with AI applications, while maintaining a steadfast focus on core brand values and human-centric narratives.

Professor Tso’s insights significantly contributed to the dialogue on AI-driven brand strategies, offering actionable knowledge and strategic frameworks to attendees. Her participation not only reinforced the academic authority of Hang Seng University of Hong Kong’s School of Communication in the field of branding and strategy but also provided valuable guidance to the GBA’s ambitious drive for global brand competitiveness.

Prof. Tso encouraged brands to actively explore and experiment with AI applications, while maintaining a steadfast focus on core brand values and human-centric narratives

新龍城茶樓的最後一夜

簡介：
隨着牛池灣村清拆重建，村內已有67年歷史的鐵皮屋新龍城茶樓由於在清拆範圍，所以亦難以留下，經營茶樓多年的張家幾兄妹，決定在 3月31日先結束晚市，那一夜，菜餚香，人情味更濃，記者連日採訪，記錄了茶樓的最後歲月。

自提點成了本地小店救命草

簡介：
香港零售市道疲弱，不少實體店老闆都表示生意越來越難做。另一邊廂，跨境網購熱潮席捲全港，近一兩年，街頭巷尾湧現大量網購自提點，記者發現有店鋪甚至轉型或兼做自提點，加入這條網購產業鍊。跨境網購既衝擊本地零售業，但又成為一些小店的救命草，情況如何？記者去了解過。

過關

簡介：
福建有一個古老民俗《過關》，村民通過儀式祈福祈願，庇佑小孩子安康，新人顺遂；亦可送别離世親人，表達思念。楊家父子過去五代都是《過關》師傅，他們代代相傳，如何以莊重的儀式留存民俗文化，同時展現世人對生命的敬畏？

她們

簡介：
香港的外藉家庭傭工數目多達三十多萬，約佔本地勞動人口的十分之一，她們不但為本地僱主長時間服務，照顧家中老幼，更加為香港經濟作出貢獻，讓家庭主婦重投勞動市場，釋放工作潛力。趁星期天，記者走進放假的外傭人群中，了解她們離鄉別井來打工的心情。

Deliveroo’s Final Chapter: The Battle for Dominance in Hong Kong’s Food Delivery Market

The project examines the evolving landscape of Hong Kong’s food delivery market following Deliveroo’s withdrawal from the city. Through a combination of data journalism techniques, questionnaire surveys, street interviews, and expert interviews, the team investigated the competitive dynamics among the three major delivery platforms—Deliveroo, Food panda, and Keeta—and explored changing consumer preferences and market trends.

The findings reveal that promotional pricing, restaurant variety, and delivery speed are the key factors influencing consumers’ platform choices. The study also highlights how Deliveroo gradually lost its competitive advantage amid intensifying market competition and rising operational costs, ultimately leading to its exit from Hong Kong. By integrating quantitative data with firsthand public opinions, the project provides valuable insights into the transformation of Hong Kong’s food delivery industry and its future development.