Julian De Freitas

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.

Join Jenny Wolfram, founder of BrandBastion, alongside Vesa Rikkinen and Harvard's Julian De Freitas, as they delve into managing online brand reputations. They discuss the hybrid AI-human model that balances efficiency and nuanced judgment in moderation. Topics include how to handle crises, measure trust through comment tagging, and the importance of proactive engagement over silence. The conversation highlights the future of AI in brand interaction, emphasizing ongoing R&D and the ethical implications of corporate control in community management.