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

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

This article is republished from The conversation under a Creative Commons License.

The rapid spread of artificial intelligence has people wondering: who is most likely to embrace AI in their daily lives? Many assume it is the tech expert, those who understand how AI works, who are most eager to adopt it.

Surprisingly, our new research, published in the marketing magazinefind the opposite. People with less knowledge about AI are actually more open to using the technology. We call this difference in adoption propensity the “lower literacy higher receptiveness” link.

This link appears in different groups, environments and even countries. For example, our analysis of Data from market research company IPSOS spanning 27 countries reveals that people in nations with lower average AI literacy are more receptive to AI adoption than those in nations with higher literacy.

Similarly, our survey of American college students finds that those with less understanding of AI are more likely to report using it for tasks such as academic assignments.

The reason behind this link lies in how AI now performs tasks that we once thought only humans could do. When AI creates a work of art, writes a heartfelt response, or plays a musical instrument, it can feel almost magical, like you’re crossing into human territory.

Of course, A.I. does not actually have human qualities. A chatbot might generate an empathetic response, but it doesn’t feel empathy. People with more technical knowledge about AI understand this.

They know how algorithms (sets of mathematical rules used by computers to carry out particular tasks), training data (used to improve the way an AI system works), and computational models work. 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 higher literacy receptivity link is stronger 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 evoke the same sense of human qualities, such as analyzing test results, the pattern changes. People with higher AI literacy are more receptive to these uses because they focus on the efficiency of AI, rather than any “magical” qualities.

It’s not about ability, fear or ethics.

Interestingly, this link between lower literacy and greater receptivity persists even though people with lower AI literacy are more likely to view AI as less capable, less ethical, and even a little scary. Your openness to AI seems to stem from your sense of wonder at what it can do, despite these perceived drawbacks.

This finding offers new ideas about Why people respond so differently to emerging technologies. Some studies suggest Consumers favor new technologya phenomenon called “algorithm appreciation,” while others show skepticism, or “algorithm 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 boost AI literacy It could unintentionally 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 its adoption.

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