Yolanda Polo: “If we are digitally prepared or have better information, we are less vulnerable to AI”

What led you to pursue a career in research?

I was in my final year of my degree when a Finance professor asked in class if anyone wanted to join the department as administrative support. I raised my hand, because I was curious to see how a university department functioned from the inside. I finished my degree in June, and by September, the university opened an assistantship position. I applied and won it. Since then, my entire life has been linked to the University.

What are your lines of research?

I started by working on the adoption and diffusion of new technologies, which was the subject of my thesis. At that time, the Department of Business Economics encompassed the areas of Business Organization, Finance, and Marketing. Later, it was split, and I chose to specialize in Marketing. My research has focused on analyzing the customer experience and how companies can create value by seeking customer satisfaction and loyalty.

Is there any specific research project you would highlight?

Perhaps, the most recent work we are doing on Artificial Intelligence. We are exploring everything related to responsible individual behavior, from recycling to food waste and contributions of both time and money. Our goal is to identify environmental factors that explain the differences in how individuals make decisions. Another line of work we are currently addressing is the study of the reasons that lead users to interact with social chatbots, and the psychological consequences that may arise from continued use. Many users begin interacting with these chatbots out of mere curiosity or entertainment, but others do so because they feel lonely, or because they deal with mental health issues, low self-esteem, or excessive shyness, eventually finding themselves more comfortable interacting with AI. This is a double-edged sword; while it may provide a short-term sense of relief, well-being, and satisfaction, it can lead to a toxic emotional dependency resulting in highly dangerous addictive behaviors.

How do you envision the future of these research lines regarding Artificial Intelligence?

There is still much to be done, and we need to significantly educate the consumer. We recently opened a line of research on consumer vulnerability, because it is clear that we are all vulnerable at certain times. We can overcome this vulnerability if we are better prepared digitally or have access to better information. We are working on issues of vulnerability and digital literacy. We are also analyzing the role of consumers in the environmental footprint of AI, and how individuals are becoming increasingly aware of the responsibility they assume in every interaction with AI. We analyze how to influence their behavior to make it much more sustainable.

"Research is a demanding long-distance race"

What do you enjoy most about your work as a researcher?

I enjoy research throughout the entire process: proposing new topics, the initial team discussions, reading, analyzing results, and, of course, when the work is published. Teaching has also always interested me. Even while serving as Vice-Rector, I continued to teach so as not to lose touch with my students.

What can you tell us about Generés, your research group?

The group emerged from the Department of Business Economics and Management. Initially, we were a very large group that included people from both Business Organization and Marketing. A few years ago, we split, and today Grupo Generés is composed of 18 professors in marketing and market research and four pre-doctoral fellows. We work on diverse topics. What concerns me most is the training of those in the early stages of their careers. Sometimes I see them a bit discouraged because research is tough, and often you don’t achieve the results you aim for, but it is necessary to convey the importance of conducting high-quality research and targeting top-tier journals.

How long have you been affiliated with the I3A, and what would you highlight about the institute?

I have been affiliated for a little over a year. To me, the I3A is an excellent research institute. It looks after its members by promoting transversality and knowledge transfer, aspects that are very important from my perspective. Furthermore, within the I3A, there are groups with which we have great potential to find synergies, there are groups doing work parallel to ours but with a different focus. I am certain we can converge, which I find very positive.

Would you highlight any particular research lines within your group?

All the lines I have mentioned are relevant. In addition to those, a part of the group has been working for years on gamification for the tourism sector, using Virtual Reality and Augmented Reality. Within this line of research, an international workshop is organized annually; it has already held five editions and has gained significant reach. Another part of the group is analyzing product design and sustainability in brand building. This line has been developed in close connection with the business environment and has allowed part of the team to collaborate on two projects for the Chair of Industrial Transformation (Cátedra de Transformación Industrial) at the University of Zaragoza.

What advice would you give to someone who wants to pursue a career in research?

I would tell them to give it their all and work hard. That is how results are achieved. Sometimes people get discouraged, but usually, if they feel supported and are provided with the right contacts to complete a high-quality research stay or attend relevant conferences. It becomes such a positive experience that it hooks them for life. They must always keep in mind that research is a demanding long-distance race.