This is the article Reset from Dialogue Under a Creative Commons Authorization.
The rapid expansion of artificial intelligence has surprised people: Who uses artificial intelligence most in his daily lives? Many think that these smart people – those who know how artificial intelligence works – are most eager to accept.
Surprisingly, our new research published in the Marketing Magazine finds the opposite. People with less knowledge of artificial intelligence are actually more likely to use this technology. We call this difference in the tendency to adopt “lower-adequate literacy.”
This link is displayed in groups, settings and even different countries. For example, our analysis of IPSOS Market Research Company data, which includes 27 countries, shows that people in countries with lower average literacy of artificial intelligence are accepting artificial intelligence.
Similarly, our survey of US undergraduate students shows that those who have less understanding of artificial intelligence are likely to use it for tasks such as academic assignments.
The reason for this link is how artificial intelligence now performs tasks that we once thought only humans could do. When artificial intelligence creates a work of art, writes a heartfelt response, or plays a penis, it can seem almost magical – as if it is crossing the human realm.
Of course, artificial intelligence does not really have human characteristics. A chat robot may create an empathetic response, but does not feel empathy. People who have more technical knowledge about artificial intelligence understand this.
They know that algorithms (a set of mathematical laws used by computers for specific tasks), educational data (to improve how an artificial intelligence system works), and computational models. This makes this technology less mysterious.
On the other hand, those who have less understanding may see artificial intelligence as magical and inspiring. We suggest that this magical feeling makes them more open to using artificial intelligence tools.
Our studies have shown that this is the highest illiterate-acceptable bond to use artificial intelligence tools in areas where individuals are related to human characteristics, such as providing emotional support or counseling. When it comes to things that do not arouse a similar sense of human characteristics – such as analyzing test results – the pattern changes. People with artificial intelligence literacy welcome these uses because they focus on artificial intelligence performance rather than any “magic” feature.
This is not about the ability, fear or morality
Interestingly, this link between low literacy and higher acceptance continues, even if people with lower artificial intelligence are likely to be less capable, less moral and even a little scary. Their opening of artificial intelligence seems to be due to their surprise about what he can do, despite these perceived bugs.
This finding offers new insights on why people respond to very different emerging technologies. Some studies show that consumers welcome new technology, a phenomenon called “appreciating the algorithm”, while others show doubts or “algorithm’s hatred”. Our research refers to the “magical” understanding of artificial intelligence as a key factor in shaping these reactions.
These insights are challenging for policymakers and coaches. Trying to enhance artificial intelligence literacy may unwittingly reduce people’s enthusiasm to use artificial intelligence with less magical appearance. This creates a difficult balance between helping people understand artificial intelligence and keep them open to accept it.
