Julian De Freitas is an Associate Professor in the Marketing Unit at Harvard Business School. His research addresses fundamental questions about how consumers perceive, adopt, and interact with AI systems, providing insights that are reshaping how we think of technology adoption, human-AI relationships, and societal implications of AI. His work demonstrates that AI is not simply another technology to be understood through traditional frameworks, but rather represents a fundamentally different category of innovations that requires new theoretical models and practical approaches. This insights has profound implications for how businesses develop, market, and deploy AI systems.

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