reprinted from The Conversation with permission under a Creative Commons license.
The swift proliferation of artificial intelligence has sparked curiosity about who is most inclined to incorporate AI into their everyday activities. Many people assume it is the tech-savvy individuals—those who comprehend the workings of AI—who are most enthusiastic about its adoption.
Unexpectedly, our recent research, published in the Journal of Marketing, reveals the contrary. Individuals with less knowledge of AI are, in fact, more receptive to utilizing the technology. We refer to this variation in adoption inclination as the “lower literacy-higher receptivity” link.
This link is observed across various demographics, contexts, and even nations. For example, our analysis of data from market research firm Ipsos covering 27 countries shows that people in countries with lower average AI literacy display greater receptiveness to AI adoption compared to those in nations with higher literacy.
In a similar vein, our survey of undergraduate students in the US indicates that those with a limited understanding of AI are more likely to consider using it for tasks such as academic projects.
The underlying reason for this link is tied to the way AI now executes tasks that we previously believed only humans could accomplish. When AI generates a piece of artwork, composes a heartfelt message, or performs music, it can appear almost enchanting—suggestive of transgressing into the realm of human capability.
However, it’s important to note that AI does not possess human traits. A chatbot may produce a sympathetic reply, but it does not experience empathy. Individuals with a deeper technical understanding of AI recognize this distinction.
They grasp how algorithms (mathematical rules employed by computers to perform specific tasks), training data (which enhances an AI system’s functionality), and computational models work. This awareness diminishes the technology’s air of mystery.
Conversely, those with less knowledge might perceive AI as mystical and astonishing. We suggest that this perception of wonder enhances their willingness to engage with AI tools.
Our studies demonstrate that the relationship between lower literacy and higher receptivity is most pronounced in scenarios associated with human-like attributes, such as offering emotional support or counseling. However, in instances that do not invoke the same human-like qualities—like processing test results—the trend reverses. People with higher AI literacy show more openness to these applications due to their concentration on AI’s effectiveness rather than any perceived “magical” attributes.
It’s Not About Capability, Fear, or Ethics
Interestingly, this association between lower literacy and heightened receptivity remains strong, despite the fact that individuals with less AI literacy tend to view the technology as less capable, less ethical, and potentially intimidating. Their willingness to adopt AI appears to arise from a sense of fascination with its potential, despite such perceived drawbacks.
These findings provide valuable insights into the varied responses people have toward emerging technologies. Some research indicates that consumers are inclined to embrace new technology—a phenomenon known as “algorithm appreciation”—while other studies reveal skepticism, termed “algorithm aversion.” Our work highlights the notion of AI’s “magicalness” as a crucial element influencing these reactions.
These insights present a challenge for policymakers and educators. Initiatives aimed at enhancing AI literacy could unintentionally suppress individuals’ enthusiasm for using AI by stripping away its sense of wonder. This creates a delicate balance between educating the public about AI and maintaining their openness to its adoption.
