This article is republished from Conversation under 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 that it is technology savvy – those who understand how AI works – are most willing to adopt it.
Surprisingly, our fresh research, published in Journal of Marketingfinds the opposite. People with less knowledge about AI are actually more open to using the technology. We call this difference in adoption propensity “lower literacy sensitivity.”
This link appears in different groups, settings and even countries. For example, our analysis Data from the market research company IPSOS 27 countries reveal that people in nations with lower average AI literacy are more open to AI adoption than people in nations with higher average AI literacy.
Similarly, our survey of undergraduate students finds that those with less understanding of AI are more likely to report using it for tasks such as academic assignments.
The reason for this link is how AI now performs tasks that we once thought only humans could perform. When an AI creates a piece of art, writes a heartfelt reply, or plays a musical instrument, it can feel almost magical – like it’s crossing over into human territory.
Of course AI there really isn’t human characteristics. A chatbot can generate an empathetic response, but it doesn’t feel empathy. People with more technical knowledge of AI understand this.
They know how algorithms (sets of mathematical rules used by computers to perform specific tasks), training data (used to improve the performance of an AI system), and computational models work. This makes the technology less mysterious.
On the other hand, people with less understanding may view AI as magical and inspiring. We suggest that this sense of magic makes them more open to using AI tools.
Our research shows that this huge association of lower alert sensitivity is strongest when using AI tools in areas that people associate with human characteristics, such as emotional support or counseling. When it comes to tasks that don’t evoke the same sense of human characteristics – such as analyzing test scores – the pattern flips. People with higher AI skills are more open to these applications because they focus on AI performance rather than any “magical” features.
It’s not about ability, fear or ethics
Interestingly, this association between lower literacy and higher sensitivity persists even though people with lower AI literacy are more likely to perceive AI as less capable, less ethical, and even a bit scary. Their openness to AI seems to stem from a sense of wonder about what it can do, despite these perceived flaws.
This discovery offers fresh insight into Why people react so differently to new technologies. Some research suggests Consumers favor new technologya phenomenon called “algorithm appreciation”, while others show skepticism or “algorithm aversion”. Our research points to the perception of “magical” AI as a key factor shaping these responses.
These insights pose challenges for policymakers and educators. Efforts to increase AI skills may inadvertently dampen people’s enthusiasm for using AI, making it less magical. This creates a complex balance between helping people understand AI and keeping them open to adopting it.