---
id: "entity-tortoise-media"
type: "entity"
source_timestamps: ["¶2"]
tags: ["data-source"]
related: ["claim-low-literacy-adoption", "entity-ipsos"]
entityType: "organization"
canonicalName: "Tortoise Media"
aliases: []
sources: ["adoption"]
sourceVaultSlug: "hbr-seg-adoption"
originDay: 9
articleStem: "hbr-edu-39-understanding-ai-not-embrace"
sourceUrl: "https://hbr.org/2025/07/why-understanding-ai-doesnt-necessarily-lead-people-to-embrace-it"
sourceTitle: "Why Understanding AI Doesn’t Necessarily Lead People to Embrace It"
---
# Tortoise Media

**Tortoise Media** — a news and research organization whose dataset measuring cross-country **"AI talent"** was used by the authors as a proxy for *country-level AI literacy*.

**Role in this source:** One of two cross-country data sources (with [[entity-ipsos]]) that anchor the macro side of [[claim-low-literacy-adoption]]. Correlating Tortoise's AI-talent rankings against interest-in-AI data yielded the country-level version of the [[concept-ai-receptivity-paradox]].

> **Enrichment nuance:** A macro-level correlation using national "AI talent" as a literacy proxy is coarse — AI attitudes are heavily shaped by cultural, regulatory, and media environments, so the cross-country leg should be read as suggestive support rather than individual-level proof (the six U.S. studies carry the causal weight).