The report “Artificial Intelligence and Other Digital Tools for Education” presents an overview of the teaching context in regular basic education and technical–productive education in Peru with regard to the use of digital tools. This allows for a better understanding of the current state of adoption and the potential opportunities.

What are digital tools?

They include any software, intangible program, or non-physical component that may be located on machines or other devices and technologies, and that are used to perform or facilitate various everyday tasks carried out digitally (such as the creation, access, distribution, and management of digital content).

How was this report developed?

The results presented are based on a survey administered nationwide to teaching staff in 2024. This report was prepared by Neurometrics in collaboration with the Center for Education and Training – EDURED. The survey consisted of questions about teachers’ experiences and opinions regarding the use of and training in digital tools for education.

The principal responses were grouped into the following main sections:

• Internet access
• Digital tools
• Perceptions of ICT
• Learning new tools
• Artificial intelligence for education

Some findings from the report:

The use of digital tools for teaching activities

Challenges percieved by teachers when using digital tools in the class

Teachers´ interest in learning to use tools based on Artifical Intelligence

EDITIONS

2024

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The objective of the study was to analyze shopper behavior during the purchase process at the point of sale within the hair-care category. Likewise, the specific objectives were to analyze visual attention to: shelves, packaging, prices, and advertising materials for shampoos.

PROCEDURE 

A group of women between 18 and 45 years old was recruited at the same supermarket and given a shopping context that included a shampoo, a soap, and a deodorant for personal use. This context described the situation and the need. Participants were also reminded that there was no time limit to choose the products and that, after making their selection, they should proceed to checkout.

The study used eye-tracking technology to record eye movements in response to specific stimuli (Gonzáles & Velásquez, 2012). This method is used to examine the effect of consumer attention on information processing, preferences, and choice and evaluation behavior (Van Loo, Grebitus, Nayga, Verbeke, & Roosen, 2018). Similarly, Meyerding and Merz (2018) recommend eye tracking to study consumer attention because it allows the evaluation of the consumer’s selection and observation process.

Based on the recorded information, the following questions were addressed:

• What relationship exists between visual attention and purchase intention at the point of sale?
• How much visual attention time does the shopper dedicates to the hair-care category?
• Is my brand being seen by shoppers at the point of sale?
• How do shoppers interact with the packaging?
• How much visual attention time does the shopper spend reading packaging information?
• Are buyers of other brands seeing my product?
• What other brands are buyers of my brand looking at?
• Is price relevant for the category?
• Is point-of-sale advertising material relevant for generating purchase intention?

FINDINGS

1. Shopper behavior when choosing a brand in the supermarket

1. The shopper performs a rapid visual scan.

Brands have between 0.5 and 3 seconds to capture attention along the shelf.

• The point of entry to the shelf is relevant—the side from which the shopper approaches impacts those first seconds of visibility, as the shopper does not necessarily walk the entire aisle.

• Then, the shopper observes and compares—brands have between 7 and 10 seconds to communicate their portfolio and the most relevant product features.

2. Which areas of a shelf are the most visible?

The top front row is the most effective—the impact of the second and third rows may depend on the packaging layout used.

1. How does the shopper interact with brand packaging?

Packaging design generates different behaviors. In packages with a lower information load, time is mainly devoted to the logo and the variant, without the need to read detailed descriptions.

The time spent understanding information may allow shoppers to move from one package to another more quickly and thus, compare more versions.

3. Price, product, promotional material

• Hair care: a category where price matters. 

85% of shoppers looked at the prices and devoted 27% of their visual attention time to them.

38% of shoppers looked at some promotional material on the shelf, dedicating 3% of their visual attention time to it.

4. Brands that share visual attention

• Protecting Switch-out
  • Of the people who purchased ELVIVE, how many looked at the main competing brands?

• Capture Switch-in
  • Capturing buyers of other brands who saw the ELVIVE product on the shelf.
  • On average, 1 out of every 3 people did not see the ELVIVE product on the shelf.

5. Relationship between visibility and purchase intention 

• The greater the consumer’s visual attention to a specific shampoo brand, the higher the purchase intention. However, there were atypical cases, such as Sedal and Konzil, that captured visual attention but did not convince shoppers to make the purchase.
• The greater the consumer’s visual attention to the price of a shampoo brand, the greater the purchase intention.

“85% of shoppers looked at the price and devoted 27% of the total visual attention time on the shelf to it.”

• Brands had between 0.5 and 3 seconds to capture the shopper’s initial attention along the shelf, and the shopper does not necessarily walk the entire aisle.
• Brands have less than 10 seconds to communicate their portfolio and relevant features through packaging.
• Of the total participants who did not select a given brand, nearly one third did not see that brand at the point of sale, despite it being displayed.

RECOMMENDATIONS 

1. Shopper’s behavior on the shelf

• Location is essential to generate visibility during the initial scan, which lasts between 0.5 and 3 seconds.
• If the brand is located at one end of the shelf, it is important to know which end has higher traffic.

2. High-visibility shelf zones

• Place the franchise you most want to promote in the top front row.
• Test different product layouts to optimize visual attention time for the second and third rows.

3. Packaging Interaction

• Complex packaging makes it difficult to identify the franchise, considering the short time (between 7 and 10 seconds) a shopper devotes to evaluation and comparison on the shelf .

Having in-store biometric reports that complement customer understanding through multiple information sources adds new perspectives to marketing decision-making and improves effectiveness.

It was presented at Talkin 2019, SIUMER 2019, ESOMAR Brazil 2019, and the Cosmetics and Hygiene Guild of the Lima Chamber of Commerce.

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The industries that have adapted most successfully to artificial intelligence are retail, banking, and insurance. Tourism companies follow closely, using AI to analyze large volumes of data and anticipate consumer behavior.

In the context of technological advancement, one area of public employment with significant potential is support services. This area focuses on citizen assistance and manages large amounts of data. In many cases, procedures are still manual and require people to visit offices in person to obtain a service ticket.

One of the main areas in which AI is applied is understanding customer behavior. All companies seek to understand their customers’ preferences in order to send purchase notifications, advertising, and other communications, with the goal of increasing the effectiveness of their actions.

To continue exploring this topic read the full article at: https://larepublica.pe/mundo/2024/02/16/la-inteligencia-artificial-mejora-o-afecta-el-empleo-publico-en-america-latina-1322960

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However, as the internet usage has increased, new threats have emerged, reorienting countries’ security strategies toward a new dimension: cyberspace. Protecting critial digital assets has become essential.

Cyberdefense, as mentioned in the white books of national defense, is now an active component in which it is clearly stated that enemies are invisible, yet potentially devastating.

Cyberattacks are a real and anonymous threat. The number of cases that make the news is far lower than the number that actually occur. As online activity and the digitalization of public services increase, exposure to the risks of cyberattacks also grows.

According to Fortinet, during the first half of 2022 nearly 137 billion attempted cyberattacks were recorded in Latin America. These figures do not suggest a halt in the path toward digitalization; on the contrary, they encourage the development of multisectoral cyber defense and cybersecurity policies. Public institutions must invest in preventive measures as part of the security–defense system to protect their assets, maintain public trust, and ensure business continuity.

To continue exploring this topic read the full article at:https://www.infobae.com/peru/2023/10/11/data-ciberdefensa-y-los-invisibles/

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In recent years, technology’s ability to process large amounts of data, learn patterns, and perform tasks has not only improved operational efficiency and decision-making but also opened up new possibilities for industries. AI will impact all industries in areas such as customer operations, marketing and sales, and research and development (R&D), promising a future of enhanced productivity and innovation.

More advanced algorithms allow machines to become progressively more skillful and better suited to replace some of the functions people perform. Concern about the loss of jobs due to the automation of the workforce makes visible the resistance of some towards change.

This resistance can manifest in a preference for human interaction instead of “intelligent” bots. For example, despite having bots active 24 hours a day in customer service, customers prefer traditional service, even if bots could be more efficient.

Despite technological advances, there are aspects of genuine human interaction that AI, for all its capabilities, fails to simulate fully. Empathy, the ability to understand subtle emotions, creativity, and humor are organic elements present even in the simplest interaction. These are the unique qualities that humans bring to the table, reassuring us that our role in certain contexts is irreplaceable. Although some AI s excel in this emulation, AI is usually aimed at ensuring a fast and efficient flow to fulfill the assigned task.

To continue exploring this topic, read the complete article by Freddy Linares, director of Neurometrics, in the Punto de Equilibrio Bulletin Nº46

https://ciup.up.edu.pe/analisis/humanos-primero-hay-resistencia-a-la-automatizacion-basada-en-la-inteligencia-artificial/

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Visual Attention and Eye-tracking

The amount of text in phone apps is increasing, and there is a predominance of audiovisual elements and immediate responses. Society is migrating toward a preference for consuming this kind of content. For that reason, understanding the dynamics of eye tracking is becoming more important today.

Biometric analysis

During our interaction with the environment, we register a series of information, which we capture through our senses and which, based on the reactions of our different organs, can be measured through some biometric technologies, such as EEG, Heart Rate, Facial Coding, Eyetracking, and Galvanic Skin Response (GSR).

Eye-Tracking

We understand eye tracking as the technology that allows us to objectively record the eye fixation points, saccadic movements, and pupillary dilation of certain participants when faced with a stimulus for each eye and measured in milliseconds.

Visual Attention

There are two types of visual attention:

Bottom-Up attention: this is automatic attention, the moment we find ourselves looking at something, in a supermarket, for example, without having been interested in looking at it.

Top-Down attention: occurs when one explicitly searches for something specific, such as a particular category.

Eye Tracking

Eye tracking devices have sensors that illuminate the back of the eye as if highlighting it from the inside out so that the pupil stands out. So, the camera that focuses on the eyes can identify it. This is then processed with software, and it calculates specifically what part of what one is looking at, be it a screen or a physical location, which is what needs to be recorded.
Fixed eye tracking devices analyze things that can be displayed on the screen, such as a website, an image, a video, or video games.

Eye tracking lenses are for when the person has to be moving, for example, someone walking in a supermarket, a vehicle driver, among other cases.
Technology adapts and is available to carry out research.

Some of the most important metrics are:

• time to first fixation (TTFF)
• total number of fixings (FIX)
• fixation duration (TD)
• fixings by area of interest

And report types:

• Gaze diagram
• Heat Map
• Opacity Map

We invite you to watch the full presentation at the following link: https://www.youtube.com/watch?v=IS7E9_B6xrM

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Companies like Google or Facebook use the activity we leave online as valuable input and to personalize their recommendation and advertising algorithms. The US government has even tried to sue Facebook for purchasing its rivals since, in this way, it harms competitors and users who would be losing control over their information.

Generative AIs represent a new challenge regarding data use and collection. For example, in the case of image-generating AI, Lensa AI generates images based on other photos used as input. This creates complications when defining the owner of these productions, especially when the terms and conditions of this application are suspiciously broad.

Startups seek new ways to capture data, including directly compensating users. An example is the Worldcoin cryptocurrency, which rewards users for verifying their identity with iris scanning. Users receive Worldcoin tokens, joining a base of over 2.3 million people. Although Worldcoin is presented as a universal basic income initiative, the collection of biometric data gives it a significant advantage in this current trend.

Biometrics is an example of valuable data, and it represents a form of identification by recording the geography of the iris or fingerprints. There are biometric authentication initiatives that allow the unique physiological data of each individual to be used as very high-precision identifiers that differ from traditional authentication methods that can be stolen or forgotten.

To continue exploring this topic read the full article at:https://www.infobae.com/peru/2023/10/20/data-y-contenido-en-un-futuro-biometrico-y-de-inteligencia-artificial/

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The frenetic expansion of technology has established a global digital society that is much more dynamic, connected, and active than ever. The Internet is the center of digital activity, where different activities and essential processes related to work, education, health, entertainment, and more are transferred. Knowing how to use the Internet can define the potential of a society to take advantage of its different benefits and enhance its development. Otherwise, there is a risk of becoming obsolete and uncompetitive. That is why it is necessary to know more precisely about the digital activity in the Peruvian population. With adequate information, knowing how much, how, or where to improve will be possible. This index seeks to mark the beginning of a much more straightforward path towards a digital Peru.

What is digital activity?

Digital activities represent the different types of use a person gives to the Internet and, therefore, the scope of what they can do in the digital world. Thus, using the Internet for different purposes (such as communicating, entertaining, doing paperwork, and educating yourself) reflects a high level of digital activity and the exercise of different basic digital skills. The main question is: How much digital activity is there in the Peruvian population?

How was this index made?

The Digital Activity Index (InAD Perú) is based on the methodology Alkire-Foster for measuring multidimensional poverty. Information from the National Survey of Homes (ENAHO) from the first two trimesters of 2023 about “how people used the internet service last month” was used. The nine digital activities* considered represent the dimensions of the Internet where the Peruvian population ** population manages to develop. The online activities have different values, and they were grouped into three groups (basic, intermediate, and advanced) because they vary in terms of frequency, complexity, impact on the user, and skills required to perform them. In this way, the InAd measures the exercise of digital skills in a particular age group, region, or other classification criteria. The InAD takes values between 0 and 1, where 1 represents the entire population.

*Based on ENAHO question 316, used for the index, the digital activities considered are obtaining information, communicating, buying products and/or services, carrying out electronic banking operations and other financial services, being formally educated or trained, making transactions with state organizations/public authorities, engaging in entrepreneurial activities, selling products and/or services, and downloading antivirus/programs.

**ENAHO question 316, used for the index, considered people six years old and older.The population with valid records and without gaps was 104,550 individuals nationwide.

VALUES OF InAD PERÚ 2023 T1-T2

The InAD Perú 2023 T1-T2 is: 0.1672

The 3 digital activities  most exercised by Peruvians are:

• Communication: 61.97 % of Peruvians did it .
• Entertainment activities: 58.87 % of Peruvians did them.
• Obtaining information: 52.1 % of Peruvians did it.

The 3 digital activities least exercised by Peruvians: 

• Selling products or/and services: only 2.41% of Peruvians did it.
• Make transactions with state organizations/public authorities: only 6.32% of Peruvians did it.
• Buy products and services: only 7.43% of Peruvians did it.

The InaD according to age ranges:

• Infant (6 – 11 years):  0.0688
• Teenager(12 – 18 years): 0.1828
• Young adult (19-26 years):  0.2986
• Adult (27-59 years): 0.1956
• Elderly (60 years or more): 0.0643

Presentation of InAD PERU 2023

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