ARTIFICIAL INTELLIGENCEOur approach for working with Artificial Intelligence
Artificial intelligence expands our ability to research, analyze, and design. Professional judgment remains a human endeavor.
At AyerViernes, we use various artificial intelligence systems in research, analysis, design, and other areas of our work.
Its integration allows us to work with large volumes of data, identify patterns, explore relationships, and speed up certain tasks. At the same time, it requires establishing clear criteria regarding privacy, evidence, interpretation, professional responsibility, and cultural understanding.
These principles guide our daily practice and define the boundaries within which we use AI in our projects.
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We protect the information of the individuals and organizations we work with.
We are transparent about the types of information that may be processed using artificial intelligence systems, and we comply with the privacy requirements, agreements, and regulations applicable to each project and market.
The use of AI must be consistent with the conditions under which the information was obtained and with the commitments made to clients and participants.
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We clearly distinguish between three levels: information obtained directly from participants, our professional interpretation, and hypotheses or relationships suggested by artificial intelligence.
Every significant finding must be verifiable against the original research material.
For us, evidence must remain clear, traceable, and verifiable by people. The use of AI can expand our analytical capabilities, but the validity of a finding depends on its relationship to the evidence that supports it.
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We use artificial intelligence to identify patterns, make comparisons, organize information, and work with large volumes of qualitative or quantitative data.
Our fundamental principle is simple: we must be able to explain and defend any conclusion using the original evidence from the study.
When an interpretation cannot be adequately substantiated, or there is reasonable doubt regarding its origin or validity, we do not include it as a finding.
Responsibility for the analysis and its consequences rests with the professional team in charge of the project.
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Working with artificial intelligence requires iteration.
We prepare structured and context-specific instructions, define the scope of the problem, and determine which actions, inferences, or decisions cannot be delegated to an AI system.
Their responses are part of a subsequent process of review, questioning, comparison, and reformulation.
Questioning an AI response, looking for inconsistencies, asking for alternative arguments, and comparing results with other sources are all part of the job.
The result must be understandable to us, consistent with the evidence, and in line with the limits established for each project.
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Translating a language does not necessarily mean understanding a culture.
Latin America is home to an extraordinary diversity of communities, contexts, dialects, everyday expressions, and local meanings. These nuances are part of the anthropological context through which people interpret products, services, relationships, and experiences.
Artificial intelligence can assist with translation, classification, or analysis, but cultural meaning requires human interpretation that is specific to each region or group under study.
For this reason, our researchers maintain linguistic and cultural standards throughout the entire research process and monitor any use of AI that could influence the interpretation of the evidence.
This principle takes on particular importance in international studies, where the same word, behavior, or response can have different meanings depending on the country, social context, or community being studied.
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Curiosity, creativity, critical thinking, and ethical judgment remain human responsibilities.
We use artificial intelligence as an additional tool in our work, while preserving what gives value to research and design: understanding the evidence, recognizing the context, asking good questions, and making responsible professional decisions.
AI can assist us in our work. The final decision always rests with humans.
What does this mean for our customers?
Incorporating artificial intelligence into a project should not turn the work into a black box. Our clients must be able to understand what information is being processed, how we use these tools, how we verify the results, and who bears professional responsibility for the conclusions.
That is why we explicitly integrate AI into our methodologies and ensure traceability between the original evidence, the analysis, and the decisions we present.
Technology with a Purpose
We believe that artificial intelligence can significantly expand our capabilities in research, design, and learning when there is clarity about how to use it and about the limits that must remain under human control.
These principles are an integral part of our professional practice and will evolve alongside our methodologies, available technologies, and the demands of the markets in which we operate.
Posted by AyerViernes: October 2026.
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