The less people know about AI, the more they like it

This article is Republished from Conversation under a Creative Commons license.

The rapid spread of AI has people wondering: Who is most likely to adopt AI into their daily lives? Many assume that technology experts – those who understand how AI works – are the most eager to adopt it.

Surprisingly, our new research published in the journal Marketing magazinefinds the opposite. People who have less knowledge of AI are actually more open to using the technology. We call this difference in adoption propensity the “lower literacy and higher acceptance” link.

This link appears across different groups, settings, and even different countries. For example, our analysis of Data from market research company Ipsos The report covering 27 countries reveals that people in countries with lower average AI literacy are more receptive to adopting AI than those living in countries with higher average literacy.

Likewise, our survey of US college students found that those with less understanding of AI were more likely to indicate its use for tasks such as academic assignments.

The reason behind this connection lies in how AI can now perform tasks that we previously thought only humans could do. When an AI creates a piece of art, writes a heartfelt response, or plays an instrument, it can seem almost magical – as if it is crossing into human territory.

Of course, AI He doesn’t actually have it Human qualities. A chatbot may generate an empathetic response, but it does not feel empathy. People who have more technical knowledge about artificial intelligence understand this.

They know how algorithms work (sets of mathematical rules that computers use to carry out certain tasks), training data (used to improve how an AI system works), and computational models. This makes the technology less mysterious.

On the other hand, those with less understanding may see AI as magical and amazing. We suggest that this sense of magic makes them more open to using AI tools.

Our studies show that this association between low knowledge and high receptivity is strongest for using AI tools in areas that people associate with human traits, such as providing emotional support or counseling. When it comes to tasks that don’t elicit the same sense of human qualities—such as analyzing test results—the pattern flips. People with high AI knowledge are more receptive to these uses because they focus on the efficiency of the AI, rather than any “magical” qualities.

It’s not about ability, fear or morality

Interestingly, this association between lower literacy and higher acceptance persists even though people with less knowledge of AI are more likely to view AI as less capable, less ethical, and even a bit scary. Their openness to AI seems to stem from their sense of wonder about what it can do, despite these perceived shortcomings.

This discovery provides new insights into… Why do people respond differently to emerging technologies?. Some studies indicate Consumers prefer new technologyThis is a phenomenon called “algorithmic appreciation,” while others show skepticism, or “algorithmic aversion.” Our research points to perceptions of the “magic” of AI as a key factor shaping these reactions.

These ideas pose a challenge to policy makers and educators. Efforts to enhance literacy in the field of artificial intelligence It may inadvertently dampen people’s enthusiasm for using AI by making it seem less magical. This creates a difficult balance between helping people understand AI and keeping them open to adopting it.