Artificial intelligence spreads, but many people wonder: who is most likely to adopt AI in his daily life? There are many who think that it is technology enthusiasts – who include the functioning of artificial intelligence – who are most eager to adopt it.
Surprisingly, our new study, published in the Journal of Marketing, reveals the opposite. People with less knowledge of AI is in fact more open to the use of this technology. We call this difference in appetite to adopt this new technology “low level of literacy – high receptivity”.
This link is found in different groups, contexts and countries. For example, data from the company Ipsos, covering 27 countries, reveal that the inhabitants of countries where the average level of knowledge in terms of AI is lower are more receptive to the adoption of AI, than those of countries where the level of knowledge is higher.
Likewise, our undergraduate US students survey reveals that those who have a lower understanding of AI are more likely to indicate that they would use it for tasks such as university duties.
We believe that this contriterable link between level of literacy and appetite comes from the way in which AI now performs tasks that we once thought of humans: when AI creates a work of art, writes a sincere response or plays a musical instrument, it may seem almost magical, as if it penetrated into human territory.
Of course, AI does not really have these human qualities. A chatbot can generate an empathetic response, but it does not feel empathy. People with more technical knowledge on AI understand it.
They know how algorithms work (sets of mathematical rules used by computers to perform special tasks), learning data (used to improve the operation of an AI system) and calculation models. For them, technology is less mysterious.
For those on the other hand who include the functioning of AI systems, it can appear as something magical and impressive. We believe that it is this feeling of magic that makes these users more open to the use of AI tools.
In addition, our studies show that the link between low level of knowledge and high appetite is stronger for the use of AI tools in fields that people associate with human features, such as emotional support or advice.
On the contrary, when it comes to tasks that do not evoke these human qualities – for example, analyze test results – the scheme is reversed: people with a higher level of knowledge in AI are more receptive to these uses because they focus on the effectiveness of AI rather than its “magical” qualities.
Our relationship to AI is not a question of capacity, fear or ethics
It is interesting to note that, although people with a low level of literacy in AI are more likely to consider AI as less efficient, less ethical and even a little frightening, this link between a low level of digital literacy and a greater receptivity persists. Their appetite for AI seems to arise from their wonder in the face of these capacities, while they perceive the drawbacks.
This discovery offers new perspectives on the reasons why people react so differently to emerging technologies. Indeed, some studies suggest that some consumers are favorable to new technologies, a phenomenon called “appreciation of algorithms”, while others report skepticism, or “aversion to algorithms”. Our research indicates that the perception of the “magic” of AI is a key factor that shapes these reactions.
These conclusions make a challenge to political decision -makers and educators. Efforts to improve AI understanding could – involuntarily – slow down the enthusiasm of people to use AI by making it less magical. This creates a delicate balance between helping people understand AI and keeping them open to its adoption.
To take advantage of the AI potential, companies, educators and political decision -makers must find this balance. By understanding how the perception of AI as a “magic” technology is shaping the AIA's appetite for AI, we can help develop and deploy new products and services that take into account the way people perceive AI – and help them understand the advantages and risks of AI.
And ideally, this will be without leading to a loss of wonder that encourages many people to adopt this new technology.
