Ana Teresa Brotóns Gómez, assistant professor at the University of Puerto Rico-Río Piedras Campus and founder of the market research and strategic consulting firm CoMark By THE STAR STAFF A new study from the University of Puerto Rico (UPR) suggests that skepticism toward artificial intelligence (AI) is becoming a defining factor in how consumers interpret branded content online. According to the research, one out of every three consumers doubts the authenticity of AI-genera

Estudios Técnicos Inc. reported that its Consumer Financial Fragility Index rose to 42.2 points on a 0-100 scale, remaining within the moderate fragility band but reversing the improvement seen earlier in the year. By THE STAR STAFF Puerto Rico households experienced noticeable tightening in their financial conditions during the second quarter of 2026, according to new figures released by Estudios Técnicos Inc. (ETI). The firm reported that its Consumer Financial Fragility In

By THE STAR STAFF Gov. Jenniffer González Colón appointed attorney Pedro César de Jesús Román on Monday as deputy chief of staff at La Fortaleza, a position he assumed immediately. Since Jan. 11, 2025, de Jesús Román had been serving as a senior executive adviser to the Fiscal Agency and Financial Advisory Authority, the Office of the Chief of Staff, and the Public-Private Partnerships Authority. According to La Fortaleza, the attorney has over 20 years of experience in publi

Ernesto Rodríguez, director of the National Weather Service in San Juan, estimated that areas linked to the Carraízo reservoir are facing rainfall deficits of between eight and 10 inches, while deficits in the La Plata basin range from around two to 10 inches, depending on the sector. (Facebook via Jenniffer González Colón) By THE STAR STAFF Gov. Jenniffer González Colón ruled out implementing a rationing plan this week for customers relying on the La Plata reservoir, noting