THIS ITEM IS republished from The conversation under a Creative Commons License.
The rapid spread of artificial intelligence has people wondering: who is most likely to adopt AI in their daily lives? Many believe that it is the technology experts, those who understand how AI works, who are most eager to adopt it.
Surprisingly, our new research, published in the Marketing Reviewobserves the opposite. People with less knowledge about AI are actually more open to using this technology. We call this difference in adoption propensity the “low literacy-higher receptivity” link.
This link appears in different groups, settings and even countries. For example, our analysis of data from market research company Ipsos spanning 27 countries, reveals that people in countries with low AI literacy are more receptive to AI adoption than those in countries with higher AI literacy.
Similarly, our survey of US undergraduates reveals that those with less understanding of AI are more likely to report using it for tasks such as academic work.
The reason behind this connection lies in how AI now performs tasks that we once thought only humans could accomplish. When AI creates a work of art, writes a heartfelt response, or plays a musical instrument, it can seem almost magical, as if it is crossing over into human territory.
Of course, AI does not actually own human qualities. A chatbot can generate an empathetic response, but it does not feel empathy. People with more technical knowledge about AI 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 AI system), and computer models work. This makes the technology less mysterious.
On the other hand, those who understand less may view AI as magical and awe-inspiring. We suggest that this feeling of magic makes them more open to using AI tools.
Our studies show that this link between lower literacy and higher receptivity is strongest for using AI tools in areas that people associate with human traits, like emotional support or advice. . When it comes to tasks that don’t evoke the same sense of human qualities, like analyzing test results, the trend reverses. People with higher AI knowledge are more receptive to these uses because they focus on the effectiveness of AI rather than its “magical” qualities.
It’s not about ability, fear or ethics
Interestingly, this link between low literacy and greater receptivity persists even though people with low AI knowledge are more likely to view AI as less capable, less ethical, and even a little scary. Their openness to AI seems to stem from their sense of wonder at what it can do, despite these perceived drawbacks.
This discovery offers new insights into why people respond so differently to emerging technologies. Some studies suggest consumers favor new technologiesa phenomenon called “algorithm appreciation,” while others demonstrate skepticism or “algorithm aversion.” Our research highlights the perception of the “magical” nature of AI as a key factor shaping these reactions.
These ideas pose a challenge to policymakers and educators. Efforts to strengthen AI knowledge could unintentionally dampen people’s enthusiasm for using AI by making it less magical. This creates a delicate balance between helping people understand AI and keeping them open to its adoption.
