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  • All HBS Web  (119,653)
    • Faculty Publications  (173)

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    • All HBS Web  (119,653)
      • Faculty Publications  (173)

      De Freitas, JulianRemove De Freitas, Julian →

      Page 1 of 173 Results →
      • June 2025
      • Article

      Ideation with Generative AI—In Consumer Research and Beyond

      By: Julian De Freitas, G. Nave and Stefano Puntoni
      The use of large language models (LLMs) in consumer research is rapidly evolving, with applications including synthetic data generation, data analysis, and more. However, their role in creative ideation—a cornerstone of consumer research—remains underexplored. Drawing... View Details
      Keywords: Large Language Model; AI and Machine Learning; Creativity; Innovation Strategy
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      De Freitas, Julian, G. Nave, and Stefano Puntoni. "Ideation with Generative AI—In Consumer Research and Beyond." Journal of Consumer Research 51, no. 1 (June 2025): 18–31.
      • March 2025
      • Article

      Is Personal Identity Intransitive?

      By: J. De Freitas and L. J. Rips
      There has been a call for a potentially revolutionary change to our existing understanding of the psychological concept of personal identity. Apparently, people can psychologically represent people, including themselves, as multiple individuals at the same time. Here... View Details
      Keywords: Identity; Judgments
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      De Freitas, J., and L. J. Rips. "Is Personal Identity Intransitive?" Journal of Experimental Psychology: General 154, no. 3 (March 2025): 775–786.
      • February 2025
      • Article

      Disclosure, Humanizing, and Contextual Vulnerability of Generative AI Chatbots

      By: Julian De Freitas and I. Glenn Cohen
      In the wake of recent advancements in generative AI, regulatory bodies are trying to keep pace. One key decision is whether to require app makers to disclose the use of generative AI-powered chatbots in their products. We suggest that some generative AI-based chatbots... View Details
      Keywords: AI and Machine Learning; Governing Rules, Regulations, and Reforms; Applications and Software; Well-being
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      De Freitas, Julian, and I. Glenn Cohen. "Disclosure, Humanizing, and Contextual Vulnerability of Generative AI Chatbots." New England Journal of Medicine AI 2, no. 2 (February 2025).
      • 2025
      • Article

      Humor as a Window into Generative AI Bias

      By: Roger Samure, Julian De Freitas and Stefano Puntoni
      A preregistered audit of 600 images by generative AI across 150 different prompts explores the link between humor and discrimination in consumer-facing AI solutions. When ChatGPT updates images to make them “funnier”, the prevalence of stereotyped groups changes. While... View Details
      Keywords: AI and Machine Learning; Demographics; Prejudice and Bias
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      Samure, Roger, Julian De Freitas, and Stefano Puntoni. "Humor as a Window into Generative AI Bias." Art. 1326. Scientific Reports 15 (2025).
      • January 2025
      • Article

      Reducing Prejudice with Counter-stereotypical AI

      By: Erik Hermann, Julian De Freitas and Stefano Puntoni
      Based on a review of relevant literature, we propose that the proliferation of AI with human-like and social features presents an unprecedented opportunity to address the underlying cognitive and affective drivers of prejudice. An approach informed by the psychology of... View Details
      Keywords: Prejudice and Bias; AI and Machine Learning; Interpersonal Communication; Social and Collaborative Networks
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      Hermann, Erik, Julian De Freitas, and Stefano Puntoni. "Reducing Prejudice with Counter-stereotypical AI." Consumer Psychology Review 8, no. 1 (January 2025): 75–86.
      • January–February 2025
      • Article

      Why People Resist Embracing AI

      By: Julian De Freitas
      The success of AI depends not only on its capabilities, which are becoming more advanced each day, but on people’s willingness to harness them. Unfortunately, many people view AI negatively, fearing it will cause job losses, increase the likelihood that their personal... View Details
      Keywords: AI and Machine Learning; Technology Adoption; Perception
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      De Freitas, Julian. "Why People Resist Embracing AI." Harvard Business Review 103, no. 1 (January–February 2025): 52–56.
      • January–February 2025
      • Article

      Why People Resist Embracing AI: The Five Main Obstacles—and How To Overcome Them

      By: Julian De Freitas
      The success of AI depends not only on its capabilities, which are becoming more advanced each day, but on people’s willingness to harness them. Unfortunately, many people view AI negatively, fearing it will cause job losses, increase the likelihood that their personal... View Details
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      De Freitas, Julian. "Why People Resist Embracing AI: The Five Main Obstacles—and How To Overcome Them." Harvard Business Review 103, no. 1 (January–February 2025).
      • 2024
      • Working Paper

      Why Most Resist AI Companions

      By: Julian De Freitas, Zeliha Oğuz-Uğuralp, Ahmet Kaan Uğuralp and Stefano Puntoni
      Chatbots are now able to form emotional relationships with people and alleviate loneliness—a growing public health concern. Behavioral research provides little insight into whether everyday people are likely to use these applications and why. We address this question... View Details
      Keywords: Generative Ai; Chatbots; Artificial Intelligence; Algorithmic Aversion; Lonelines; Technology Adoption; AI and Machine Learning; Well-being; Emotions
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      De Freitas, Julian, Zeliha Oğuz-Uğuralp, Ahmet Kaan Uğuralp, and Stefano Puntoni. "Why Most Resist AI Companions." Harvard Business School Working Paper, No. 25-030, December 2024. (Revised January 2025.)
      • October 2024 (Revised February 2025)
      • Case

      AI and Brand Management: Promises and Perils

      By: Julian De Freitas and Elie Ofek
      As AI gains traction across industries, companies anticipate that AI will revolutionize both backend processes and customer-facing interactions—with brands eager to leverage AI for tailored marketing materials and automated consumer engagements. Yet, despite a dramatic... View Details
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      De Freitas, Julian, and Elie Ofek. "AI and Brand Management: Promises and Perils." Harvard Business School Case 525-021, October 2024. (Revised February 2025.)
      • 2025
      • Working Paper

      Lessons from an App Update at Replika AI: Identity Discontinuity in Human-AI Relationships

      By: Julian De Freitas, Noah Castelo, Ahmet K. Uğuralp and Zeliha O. Uğuralp
      As consumers increasingly interact with AI applications specialized for social relationships, what is the nature and depth of these relationships among actual users, and can company actions influence these dynamics? We find that active users of the US-based AI... View Details
      Keywords: AI and Machine Learning; Welfare; Loss; Well-being; Identity; Perception; Relationships
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      De Freitas, Julian, Noah Castelo, Ahmet K. Uğuralp, and Zeliha O. Uğuralp. "Lessons from an App Update at Replika AI: Identity Discontinuity in Human-AI Relationships." Harvard Business School Working Paper, No. 25-018, October 2024. (Revised May 2025.)
      • September 23, 2024
      • Article

      AI Wants to Make You Less Lonely. Does It Work?

      By: Julian De Freitas
      Keywords: AI and Machine Learning; Well-being
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      De Freitas, Julian. "AI Wants to Make You Less Lonely. Does It Work?" Wall Street Journal (September 23, 2024), R.11.
      • September–October 2024
      • Article

      How AI Can Power Brand Management

      By: Julian De Freitas and Elie Ofek
      Marketers have begun experimenting with AI to improve their brand-management efforts. But unlike other marketing tasks, brand management involves more than just repeatedly executing one specialized function. Long considered the exclusive domain of creative talent, it... View Details
      Keywords: Creativity; AI and Machine Learning; Brands and Branding; Product Positioning; Customer Focus and Relationships
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      De Freitas, Julian, and Elie Ofek. "How AI Can Power Brand Management." Harvard Business Review 102, no. 5 (September–October 2024): 108–114.
      • July 2024
      • Article

      Acceptance of Automated Vehicles Is Lower for Self than Others

      By: Stuti Agarwal, Julian De Freitas, Anya Ragnhildstveit and Carey K. Morewedge
      Road traffic accidents are the leading cause of death worldwide for people aged 2–59. Nearly all deaths are due to human error. Automated vehicles could reduce mortality risks, traffic congestion, and air pollution of human-driven vehicles. However, their adoption... View Details
      Keywords: Transportation; Risk and Uncertainty; Technology Adoption; Prejudice and Bias
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      Agarwal, Stuti, Julian De Freitas, Anya Ragnhildstveit, and Carey K. Morewedge. "Acceptance of Automated Vehicles Is Lower for Self than Others." Journal of the Association for Consumer Research 9, no. 3 (July 2024): 269–281.
      • July 2024
      • Article

      Chatbots and Mental Health: Insights into the Safety of Generative AI

      By: Julian De Freitas, Ahmet Kaan Uğuralp, Zeliha Uğuralp and Stefano Puntoni
      Chatbots are now able to engage in sophisticated conversations with consumers. Due to the ‘black box’ nature of the algorithms, it is impossible to predict in advance how these conversations will unfold. Behavioral research provides little insight into potential safety... View Details
      Keywords: Autonomy; Chatbots; New Technology; Brand Crises; Mental Health; Large Language Model; AI and Machine Learning; Behavior; Well-being; Technological Innovation; Ethics
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      De Freitas, Julian, Ahmet Kaan Uğuralp, Zeliha Uğuralp, and Stefano Puntoni. "Chatbots and Mental Health: Insights into the Safety of Generative AI." Journal of Consumer Psychology 34, no. 3 (July 2024): 481–491.
      • July 16, 2024
      • Comment

      Do ‘Black Individuals’ Really Display No Linguistic Markers of Depression?

      By: Julian De Freitas
      Keywords: Social Media; Well-being; Race
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      De Freitas, Julian. "Do ‘Black Individuals’ Really Display No Linguistic Markers of Depression?" Proceedings of the National Academy of Sciences 121, no. 29 (July 16, 2024).
      • July 2024
      • Article

      How Artificial Intelligence Constrains Human Experience

      By: A. Valenzuela, S. Puntoni, D. Hoffman, N. Castelo, J. De Freitas, B. Dietvorst, C. Hildebrand, Y.E. Huh, R. Meyer, M. Sweeney, S. Talaifar, G. Tomaino and K. Wertenbroch
      Many consumption decisions and experiences are digitally mediated. As a consequence, consumer behavior is increasingly the joint product of human psychology and ubiquitous algorithms (Braun et al. 2024; cf. Melumad et al. 2020). The coming of age of Large Language... View Details
      Keywords: Large Language Model; User Experience; AI and Machine Learning; Consumer Behavior; Technology Adoption; Risk and Uncertainty; Cost vs Benefits
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      Valenzuela, A., S. Puntoni, D. Hoffman, N. Castelo, J. De Freitas, B. Dietvorst, C. Hildebrand, Y.E. Huh, R. Meyer, M. Sweeney, S. Talaifar, G. Tomaino, and K. Wertenbroch. "How Artificial Intelligence Constrains Human Experience." Journal of the Association for Consumer Research 9, no. 3 (July 2024): 241–256.
      • July 1, 2024
      • Article

      Research: Speed Matters When Companies Respond to Social Issues

      By: Alison Wood Brooks, Jimin Nam, Maya Balakrishnan and Julian De Freitas
      Companies and their leaders face new pressures to make public statements about controversial and sometimes divisive social and political issues. New research shows that timing matters: consumers perceive a relationship between speed and authenticity, and discount... View Details
      Keywords: Perception; Social Issues; Public Opinion; Communication Strategy
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      Brooks, Alison Wood, Jimin Nam, Maya Balakrishnan, and Julian De Freitas. "Research: Speed Matters When Companies Respond to Social Issues." Harvard Business Review (website) (July 1, 2024).
      • 2024
      • Working Paper

      AI Companions Reduce Loneliness

      By: Julian De Freitas, Ahmet K. Uğuralp, Zeliha O. Uğuralp and Stefano Puntoni
      Chatbots are now able to engage in sophisticated conversations with consumers in the domain of relationships, providing a potential coping solution to widescale societal loneliness. Behavioral research provides little insight into whether these applications are... View Details
      Keywords: AI and Machine Learning; Technological Innovation; Behavior; Well-being
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      De Freitas, Julian, Ahmet K. Uğuralp, Zeliha O. Uğuralp, and Stefano Puntoni. "AI Companions Reduce Loneliness." Harvard Business School Working Paper, No. 24-078, June 2024.
      • May 2024
      • Teaching Note

      21Seeds: Taking Shots at Breakout Growth

      By: Julian De Freitas and Elie Ofek
      Teaching Note for HBS Case No. 524-008. View Details
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      De Freitas, Julian, and Elie Ofek. "21Seeds: Taking Shots at Breakout Growth." Harvard Business School Teaching Note 524-087, May 2024.
      • May 2024
      • Article

      Moral Thin-Slicing: Forming Moral Impressions from a Brief Glance

      By: Julian De Freitas and Alon Hafri
      Despite the modern rarity with which people are visual witness to moral transgressions involving physical harm, such transgressions are more accessible than ever thanks to their availability on social media and in the news. On one hand, the literature suggests that... View Details
      Keywords: Moral Judgement; Thin Slices; Social Media; Fake News; Misinformation; Moral Sensibility; News; Behavior
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      De Freitas, Julian, and Alon Hafri. "Moral Thin-Slicing: Forming Moral Impressions from a Brief Glance." Art. 104588. Journal of Experimental Social Psychology 112 (May 2024).
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