Julian De Freitas, an assistant professor at Harvard Business School, dives into the consumer psychology behind AI adoption. He identifies five key barriers that make people hesitant about AI, such as its perceived opacity and lack of emotional intelligence. Through real-life examples, he explains how businesses can make AI feel more relatable and encourage user acceptance. De Freitas also discusses the importance of maintaining user control in AI systems and the complex human factors influencing technology adoption in various industries.