The rapid growth of artificial intelligence (AI) raises questions about who is most likely to accept and integrate it into their daily lives. It is commonly believed that people with a strong affinity for technology, those who understand how AI functions, would be the first to adopt it. However, recent research published in the Journal of Marketing indicates quite the opposite.
The study reveals a phenomenon referred to as the “lower literacy-higher receptivity” link, suggesting that individuals with limited knowledge about AI are more eager to embrace it. This trend has been observed across various demographics and countries. For instance, data from Ipsos covering 27 nations indicates that populations in countries with lower average AI literacy show greater openness to using AI than those in more technologically advanced countries.
In the United States, surveys conducted among undergraduate students reveal a similar pattern: those lacking in AI knowledge are more likely to express intentions to use AI for academic tasks.
The underlying reason for this inclination stems from how AI operates—it performs tasks traditionally associated with human effort, such as creating art, composing heartfelt messages, or playing music. To those unfamiliar with the technology, this appears almost magical, contrasting with the understanding of more technically savvy individuals who grasp the mechanics behind AI.
While those knowledgeable about AI comprehend that it lacks human emotions—understanding that a chatbot generating empathetic responses doesn’t actually experience empathy—novices often perceive the technology as wondrous. This perception of AI as something extraordinary leads to their eagerness to utilize it.
The research indicates that this lower literacy-higher receptivity trend is most pronounced for applications of AI involving emotional engagement, such as mental health support. Conversely, for tasks typically devoid of human-like attributes, like data analysis, those well-versed in AI display greater receptivity, focusing on its efficiency rather than its fanciful capabilities.
Interestingly, despite recognizing AI’s limitations in terms of capability, ethics, and potential risks, individuals with lower literacy levels are still drawn to the technology. Their curiosity and enchantment with AI seem to outweigh any fears they may harbor.
These findings offer intriguing insights into the varying responses to emerging technologies. Some research emphasizes the tendency to embrace new technologies, termed “algorithm appreciation,” while others highlight skepticism towards them, known as “algorithm aversion.” The novelty and perceived “magical” nature of AI significantly influence these attitudes.
This disparity poses challenges for educators and policymakers who aim to enhance AI literacy. There’s a risk that efforts to demystify AI could inadvertently dull enthusiasm for it, emphasizing the need for a careful approach in balancing education on AI’s workings with maintaining the sense of wonder that encourages adoption.
To harness the potential of AI effectively, stakeholders will need to acknowledge how perceptions of AI’s “magicalness” affect its acceptance. This understanding can help inform the development of AI tools and services, ensuring they resonate with users while also elucidating their benefits and risks, all while preserving the awe that many initially feel towards the technology.
