Study of Consumer Behavior in Educational Products Using AI
International research on AI usage practices in education and the development of scientifically grounded approaches for its safe and scalable implementation in global markets
The study aims to explore practices of AI use by individuals and organizations, as well as to develop scientifically grounded approaches for its safe, ethical, and scalable implementation in international markets.
Key focus areas:
trust in AI
human–AI decision-making
adaptation of AI solutions to cultural and institutional contexts
market research in Latin America and China
Project funding is provided with the support of the research project: “Consumer Behavior in Educational Products: A Comparative Analysis of Adoption and Use Factors of GenAI for Designing Adaptive Educational Solutions in Russia, Southeast Asia, and Latin America.”
Research Topics:
Value and Willingness to Pay (WTP) for Continuing Education Programs for Executives Using AI (Zhejiang University (China))
Students’ Trust in the Competencies of Educational Institutions in the Field of Artificial Intelligence (Universidad Autónoma de Entre Ríos (Argentina))
Faculty trust in educational institutions’ competencies in the field of artificial intelligence (Universidad Autónoma de Entre Ríos (Argentina))
Generative artificial intelligence, student engagement, and learning outcomes (Bernardo O’Higgins University (Chile) and Beijing Normal University (BNU))
Bias in automation and decision-making using artificial intelligence (Bernardo O'Higgins University (Chile))
Educational institution brand, graduate status, and willingness to pay (WTP) for continuing education programs for executives using AI (Universiti Teknologi Malaysia (UTM), Malaysia)
Trust in Artificial Intelligence and Its Implementation in Business (Universidad Nacional de San Agustín of Arequipa (Peru) and Universiti Teknologi Malaysia (UTM) (Malaysia))
INTERNATIONAL RESEARCH GROUP
Universidad Nacional de San Agustín of Arequipa
Universidad Bernardo O'Higgins (Santiago, Chile)
Universidad Autónoma de Entre Ríos (Argentina)
Beijing Normal University (Beijing, China)
Universiti Teknologi Malaysia (Johor Darul Ta'zim, Malaysia)
Zhejiang University (China)
COLLABORATION FORMATS
For Universities
Joint research and publications (Scopus / WoS)
Pilot implementation of AI in educational programs
Co-supervision of Master’s and PhD students
Joint applications for Russian and international research grants
For Companies
Support in testing and adapting AI solutions for entry into international markets
Research on trust in AI and decision-making
Corporate pilots (Executive / Corporate Education)
Development of AI-ready educational and management solutions
Analytics, consulting, and scaling recommendations
Support for entering Latin American and Chinese markets with consideration of cultural differences
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TEAM
Руководство
Aнтон Поцулин
к.э.н., старший преподаватель ФТМИ ИТМО, руководитель научно-исследовательской группы
Юлия Трабская
к.э.н. заместитель декана ФТМИ ИТМО – научный эксперт-консультант
Диего Арбильдо
Координатор по международным партнерствам
Зарубежные эксперты-амбассадоры
Pr. Hércules Antônio do Prado
доктор компьютерных наук (PhD), специализация — вычислительные системы, информационные технологии и управление знаниями, профессор Universidade Católica de Brasília (Бразилия)
руководитель программы магистратуры "Governance, Technology and Innovation"
приглашенный профессор в Университете Питтсбурга, США, автор более 160 научных публикаций
Pr. Alejandro Oscar Silva Vela
директор аспирантуры и инкубатора JAKU в Universidad Nacional de San Agustín (Перу)
директор аспирантуры (Escuela de Post‑grado) в Universidad Nacional de San Agustín с 2016 г. (руководит программами аспирантуры и докторантуры)
PhD получена в Université des Sciences et Technologies de Lille‑1, Франция (2010)
MSc. Nicolas Ortiz
профессор Faculty of Marketing, University of Lima (Перу)
Alejandra Hernandes Tapia
Coordinator of the Psychological and Tutorial Support Program, Directorate of Learning Support and General Education (DAAF), Academic Vice-Rectorate, Bernardo O’Higgins University (Чили)
Dr. Basheer Al-haimi
PhD in Technology Management, Senior Lecturer, External Relations and Global Manager, Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia (Малайзия)
Leader
Anton Potsulin
PhD in Economics, Senior Lecturer, Faculty of Technological Management and Innovations, ITMO University — Head of the Research Group
Julia Trabskaja
PhD in Economics, Deputy Dean, Faculty of Technological Management and Innovations, ITMO University — Scientific Expert Consultant
Diego Hector Alonso Arbillo Prieto
International Communications Coordinator
Foreign experts-ambassadors
Pr. Hércules Antônio do Prado
Doctor of Computer Science (PhD), specializing in computing systems, information technology, and knowledge management, Professor at the Universidade Católica de Brasília (Brazil)
Director of the Master's Program in Governance, Technology, and Innovation
Visiting Professor at the University of Pittsburgh, USA, author of over 160 scientific publications
Editorial board member and associate editor-in-chief of scientific journals on knowledge management and IT
Author and co-author of numerous scientific publications in international and national journals
Pr. Alejandro Oscar Silva Vela
Director of the JAKU Graduate School and Incubator at the National University of San Agustín (Peru)
Director of the Postgraduate School (Escuela de Post-grado) at the National University of San Agustín since 2016 (directs the graduate and doctoral programs)
PhD received from the University of Sciences and Technologies de Lille-1, France (2010)
MSc. Nicolas Ortiz
Professor Faculty of Marketing, University of Lima (Peru)
Alejandra Hernandes Tapia
Coordinator of the Psychological and Tutorial Support Program, Directorate of Learning Support and General Education (DAAF), Academic Vice-Rectorate, Bernardo O’Higgins University (Chile)
Dr. Basheer Al-haimi
PhD in Technology Management, Senior Lecturer, External Relations and Global Manager, Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia (Malaysia)
Members of the scientific team
Arina Alekseeva — engineer
Grigory Bemelmans — engineer
Anna Brushko — engineer
Alisa Yolkina — engineer
Roman Kuvshinov — engineer
Sultan Samedov — engineer
Daniil Startsev — engineer
Diana Yakimenko — engineer
Damira Alimallaeva — laboratory assistant
Yaroslava Masyagina — laboratory assistant
Key Findings:
Conference Presentations:
DTS-2026 (Digital Transformation and Society 2026), University of Naples “Parthenope” (Naples, Italy);
IAFOR Conference (Paris, France);
4th International Conference on Global Advances in Management and Entrepreneurship (GAME, Dubrovnik, Croatia);
The 7th Barcelona Conference on Education (Barcelona, Spain);
EDULEARN26 (Palma, Spain);
43rd Business & Economics Society International (B&ESI) Conference (Innsbruck, Austria);
ICOT2026 (Mytilene, Greece);
14th European Conference on Education (London, United Kingdom);
IAFOR The Washington DC Conference on Education (Washington, U.S.);
22nd International May Conference on Strategic Management (Bor, Serbia).
Journal Publications:
Yakimenko, D. D., Potsulin, A. D., Azizov, R. R., Arbildo Prieto, D. Adoption of Generative Artificial Intelligence by Executive Education Instructors: A Cultural-Normative Analysis Using Peru as a Case Study // BENEFICIUM. – 2026. – No. 2(59). – pp. 54–63. (K2);
Alekseeva, A. V., Potsulin, A. D., Arbildo Prieto, D. Factors Influencing the Use of Generative Artificial Intelligence in the Design of Educational Products // Π-Economy. – 2026. – Vol. 19, No. 2. – pp. 128–143. DOI: 10.18721/JE.19207. (K2);
Pottsulin, A. D., Arbildo Prieto, D., & Alekseeva, A. V. Scenario Analysis of the Impact of Generative Artificial Intelligence Integration on Institutional Trust in Executive Education Programs // Financial Management. – 2026. – No. 4. – pp. 156–164. (K2).
Know-how
“An Adaptive Model for the Adoption and Use of Generative Artificial Intelligence in Executive Education Programs” (2025).
EVENTS
Conference «RUSSIA-CHINA INTERNATIONAL SCIENTIFIC CONFERENCE AI, VIRTUAL HUMANS, AND MULTIMODAL INTELLIGENCE»
International Foresight Sessions «Future Talks»
МInternational scientific-practical intensive «Science Made SIMPLE»
СТАТЬ ПАРТНЕРОМ
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