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The rapid diffusion of artificial intelligence makes people wonder: who is more likely to adopt AI in their daily lives? Many assume that they are technology experts (those who understand how AI) works more anxious 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 use technology. This difference in adoption propensity is called “lower receptivity literacy”.
This link appears in different groups, environments and even countries. For example, our analysis of IPSOS Market Research Data A study that covers 27 countries reveals that people in countries with a lower average literacy level are more receptive to the adoption of AI than those in countries with a higher literacy level.
Similarly, our survey among US university students reveals that those with less knowledge about AI are more likely to indicate that they use it for tasks such as academic tasks.
The reason behind this link lies in how AI now performs tasks that we previously thought that only humans could do. When AI creates a work of art, write a sincere response or touches a musical instrument, it may seem almost magical, as if it were crossing the human territory.
Of course, Ia It doesn’t really possess human qualities. A chatbot can generate an empathic response, but does not feel empathy. People with more technical knowledge about the understand this.
They know how algorithms (sets of mathematical rules used by computers to perform particular tasks), training data (used to improve the operation of an artificial intelligence system) and computer models. This makes technology less mysterious.
On the other hand, those with less understanding can see AI as something magical and inspiring. We suggest that this sensation of magic makes them more open to the use of artificial intelligence tools.
Our studies show that this link between lower literacy and greater receptivity is stronger when artificial intelligence tools are used in areas that people associate with human features, such as providing emotional support or advice. When it comes to tasks that do not evoke the same feeling of human qualities (such as analyzing the results of the tests), the pattern changes. People with greater knowledge of AI are more receptive to these uses because they focus on the efficiency of AI, instead of their “magical” qualities.
It is not about capacity, fear or ethics
Interestingly, this link between less literacy and greater receptivity persists despite the fact that people with less literacy in AI are more likely to see AI as less capable, less ethical and even a bit scary. Its opening to AI seems to arise from its feeling of astonishment about what it can do, despite these perceived inconveniences.
This finding offers new knowledge about Why do people respond so differently to emerging technologies?. Some studies suggest Consumers prefer new technologies.A phenomenon called “algorithms appreciation”, while others show skepticism or “aversion to algorithms.” Our research points to the perceptions of the “magic” of AI as a key factor that shapes these reactions.
These ideas pose a challenge for policy formulators and educators. Efforts to boost literacy in AI It could involuntarily reduce people’s enthusiasm for the use of AI when making it look less magical. This creates a complicated balance between helping people understand AI and keeping them open to their adoption.
