The Persona Team currently has three subteams, with information about each provided below.
The LLM-generated user personas (“LLM personas”) subteam within the Persona Team advances the development, evaluation, and practical application of data-driven personas generated with large language models. Working across human-computer interaction, user-centered design, and information systems, the subteam explores how LLMs can make user representation more inclusive, accessible, and useful. Current research focuses on persona-generation methods, quality and diversity evaluation, stereotyping, authenticity, and computational resources for research and practice. The subteam’s current members are Danial Amin, Joni Salminen, and Bernard J. Jansen. We welcome collaboration with researchers and organizations interested in persona generation, evaluation, human-centered AI, and applications in design, marketing, education, and policy. Get in touch to explore collaboration opportunities. Contact person: Danial Amin, danialam@uwasa.fi.
The Immersive AI-generated personas (AIP) subteam studies how immersive AI-generated personas (IAPs), such as conversational and deepfake personas that engage and interact with users creating social presence, can be developed and used ethically for beneficial purposes at scale. We examine how IAPs support communication, decision-making, and user research and how people perceive, interact with, and respond to IAPs. We combine perspectives from HCI, marketing, consumer behavior, user experience, political communication, and behavioral science while acknowledging the inherent risks of IAPs such as deception. Through multidisciplinary research and international collaboration, we produce theoretical knowledge and practical guidance for IAPs responsible design and application also considering contemporary legislation. We promote joint research, publications, research visits, and knowledge exchange with academic and industry partners. Contact person: Ilkka Kaate (PhD), iokaat@utu.fi.
The AIED (Artificial Intelligence in Education) subteam within the Persona Team works at the intersection of human-computer interaction, education, and marketing. The subteam is investigating a central question: How can we design AI chatbots that support teaching and learning? Current projects include CipherBot, GreenBot, and immersive learning technologies, developed in collaboration with international educational institutions and research networks in Vietnam, Qatar, and Finland. The subteam’s members are Trang Xuan (focus: chatbot usability and engagement), Farhan Ahmed (chatbot usability and design), and Thanh Van Bui (Sha) (chatbot communication style and willingness to learn). We welcome collaboration with researchers, educators, and EdTech companies interested in AI-supported learning, whether through joint studies, course interventions, or funding applications. Get in touch to explore how we can work together! Contact person: MSc. Trang Xuan, email: x9036166@student.uwasa.fi
Persona Team 