Advancing the Value of Ethnography

Believe in A.I.: Will You Pray for a Chatbot?


Cite this article:

2019 EPIC Proceedings, ISSN 1559-8918,

PechaKucha Presentation

Automation and Artificial Intelligence are defying the status quo making us rethink our jobs, our relations and, philosophically, our lives purpose. This emerging trend will affect every aspect of our lives: economically, cultural and socially speaking. If you think that Ethnographic Research is a safe harbor from all these changes, because it is so human and qualitative, you may be wrong.

In this Pecha-Kucha, I want to share a story that I, as a researcher, in face of users’ pain points bigger than which button to click on an App, thought about products and services to help people using design thinking. During this side-quest, I’ve faced a lot of challenges and found the answer in developing a chatbot, characterized as a Virtual God, to help people and give advice for better lives.

People would tell their problems to a chatbot? People would rely on the chatbot, powered by artificial intelligence, advice, and readings? People would truly believe in the chatbot to make their wishes come true, just as a thousand-of-years religious god? What are the implications of AI and chatbots for our job as researchers? Let’s find out together in this presentation.

Andre Torales is a Senior User Experience Researcher from Brazil. He has over a decade of experience in the Research field. He started working in Advertising Agencies as Account Planner conducting several research projects nationwide, in special DCS/WPP. At this time, he had received Bronze for Research Innovation at Jay Chiat Strategy Awards in NY, US (2009) then he went to Consultancies and now he is working at a Fintech Latin America.