In a project funded by the partnership with the Becker Friedman Institute for Economics (BFI) at the University of Chicago, Professor Giuliana Isabella from Insper conducts research aimed at investigating the impact of artificial intelligence (AI) on consumer behavior and digital inclusion. The study, carried out in collaboration with Professor Adam Duhachek from the University of Illinois Chicago (UIC), seeks to understand the complex cultural and social barriers that influence AI adoption in the Brazilian context.

 

The primary objective of the project is to analyze how different audiences perceive and interact with AI in consumption situations. The research pays special attention to understanding how consumers in economically vulnerable communities deal with these technologies and what challenges they face due to digital illiteracy. One of the central questions is to investigate the existence of distrust regarding AI and how this affects the acceptance of automated systems, such as virtual assistants and digital recommendation tools.

 

“The people from the communities have a certain fear of AI, as they see it as a cold robot, very intelligent, but not very reliable,” explains Giuliana Isabella. The researcher also emphasizes “the widespread fear that technology will replace jobs and that people will lose control over the information generated by these systems.”

 

In the first phase of the study, the team conducted 34 detailed exploratory interviews with residents of the Paraisopolis favela in São Paulo. During the conversations, participants were asked about their understanding of AI, their level of trust in the technology, and their willingness to use it in different contexts, such as online medical consultations and public information services (like dengue prevention). Preliminary results revealed that many people associate AI with impersonal systems, showing significant mistrust, especially in situations where human interaction is traditionally valued.

 

The next stage of the research will involve a comparative study between groups from different socioeconomic strata. The objective is to understand whether the perception of AI varies according to participants' educational level and income. For this, an experimental study will be conducted, in which participants will interact with AI systems in different ways — a more humanized approach and a more robotic one — to assess which generates greater acceptance and trust.

 

The study led by Professor Giuliana aims to provide valuable insights for companies and institutions on how to make artificial intelligence more accessible and inclusive to the most vulnerable consumers. The research intends to demonstrate what adaptations can be implemented to reduce cultural and digital barriers, ensuring that AI benefits Brazilian society more broadly and equitably.

 

Additionally, the results could serve as a basis for the development of public policies and training programs, contributing to reducing inequalities in access to technology. By understanding how different audiences perceive and interact with AI, the study may assist in creating more effective strategies to promote digital inclusion and increase confidence in artificial intelligence in Brazil. "Our ultimate goal is to ensure that technology becomes a true ally of the population, and not another barrier," says professor Giuliana.

 

Based on the study's results, one of the ideas is to implement a pilot project to train self-employed manicurists and hairdressers in Paraisópolis to use AI to improve their communication and digital marketing strategies. "We want to teach these people to use AI practically and effectively, helping them enhance their financial performance and optimize their communication with clients," emphasizes the Insper professor.

 

The research seeks broader collaboration, the partnership between Insper and BFI for this project is expected to conclude between July and August 2025, but Giuliana understands that the collaboration goes beyond this beginning. Established in May 2023, this strategic partnership aims to produce in-depth analyses on crucial economic issues for Brazil, as well as to train a new generation of qualified researchers. As part of the agreement, BFI and Insper promote cutting-edge research, conferences, and workshops, in addition to maintaining an exchange program that allows young Brazilian researchers to work directly with professors from the University of Chicago.