Webinars
Why consumers who know less about AI are more likely to adopt it and what it means for businesses
Both the capabilities and applications for AI are growing, but who is most interested in adopting AI? Typically, early adopters of technologies are the people who know the most about technology. However, in this talk, we will discuss new findings showing that this is not the case with artificial intelligence.
We find that the people with lower AI literacy are the consumers more receptive towards AI. We will show that this is not because people with greater AI literacy see AI as less capable or less ethical, but rather that people with lower AI literacy see AI as more magical, leading to an emotional appeal of AI.
We’ll discuss the implications of these findings for companies including how to identify potential biases that could lead to over or under reliance on AI as a company, as well as how these findings should impact product design and targeting strategies.
speaker
Stephanie Tully studies the impact of consumers’ resources of money and time. Her research tackles questions like, how does feeling financially constrained change the way consumers make choices, why are some sources of money treated differently than others, and how to encourage consumers to use their time or money to improve their lives. Stephanie’s research has been published in top academic journals including Proceedings of the National Academy of Sciences, Journal of Consumer Research, and Journal of Marketing Research. Stephanie is a MSI Young Scholar. Her research has won multiple awards and has been featured in popular press outlets such as Forbes and the Wall Street Journal.