Beyond humans: Consumer reluctance to adopt zoonotic artificial intelligence

IF 5.4 2区医学 Q2 MATERIALS SCIENCE, BIOMATERIALS

ACS Biomaterials Science & Engineering Pub Date : 2023-10-31 DOI:10.1002/mar.21934

Sara‐Maude Poirier, Bo Huang, Anshu Suri, Sylvain Sénécal

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引用次数: 0

Abstract

Abstract In addition to humanoid‐robotic designs, an increasing number of artificial intelligence (AI)‐powered services are being represented by animals, referred to as zoonotic design. Yet, little is known about the consequential effects of such zoonotic AI on consumer adoption of these services. Drawing on the concepts of prototypicality, Cognitive Load Theory, and the “Match‐up” Hypothesis, the current research uncovers how the use of zoonotic designs, as opposed to robotic ones, may negatively influence consumers’ adoption of AI over a human provider. The results of seven studies suggest that consumers are less likely to choose an AI over a human provider for performing tasks when the AI has a zoonotic embodiment rather than a robotic embodiment. This negative effect is mediated by the increased cognitive difficulty associated with linking the AI prototype to the task. However, such a negative effect decreases when the characteristics of the animal are congruent with the task and is even reversed when the congruent task is of a hedonic nature. These findings advance the understanding of consumer–AI interactions in the context of zoonotic embodiment and provide valuable managerial insights into when and how firms should use zoonotic design for AI‐powered services.

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人类之外:消费者不愿采用人畜共患病的人工智能

除了类人机器人设计之外，越来越多的人工智能(AI)驱动的服务正在以动物为代表，被称为人畜共患设计。然而，人们对这种人畜共患病的人工智能对消费者采用这些服务的影响知之甚少。根据原型性、认知负荷理论和“匹配”假说的概念，目前的研究揭示了与机器人设计相反，使用人畜共患设计如何对消费者采用人工智能而不是人类供应商产生负面影响。七项研究的结果表明，当人工智能具有人畜共患病化身而不是机器人化身时，消费者不太可能选择人工智能而不是人类提供者来执行任务。这种负面影响是由将AI原型与任务联系起来的认知难度增加所介导的。然而，当动物的特征与任务一致时，这种负面影响就会减弱，当一致的任务具有享乐性质时，这种负面影响甚至会逆转。这些发现促进了对人畜共患病环境下消费者与人工智能交互的理解，并为企业何时以及如何将人畜共患病设计用于人工智能驱动的服务提供了有价值的管理见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

ACS Biomaterials Science & Engineering Materials Science-Biomaterials

CiteScore

10.30

自引率

3.40%

发文量

413

期刊介绍： ACS Biomaterials Science & Engineering is the leading journal in the field of biomaterials, serving as an international forum for publishing cutting-edge research and innovative ideas on a broad range of topics: Applications and Health – implantable tissues and devices, prosthesis, health risks, toxicology Bio-interactions and Bio-compatibility – material-biology interactions, chemical/morphological/structural communication, mechanobiology, signaling and biological responses, immuno-engineering, calcification, coatings, corrosion and degradation of biomaterials and devices, biophysical regulation of cell functions Characterization, Synthesis, and Modification – new biomaterials, bioinspired and biomimetic approaches to biomaterials, exploiting structural hierarchy and architectural control, combinatorial strategies for biomaterials discovery, genetic biomaterials design, synthetic biology, new composite systems, bionics, polymer synthesis Controlled Release and Delivery Systems – biomaterial-based drug and gene delivery, bio-responsive delivery of regulatory molecules, pharmaceutical engineering Healthcare Advances – clinical translation, regulatory issues, patient safety, emerging trends Imaging and Diagnostics – imaging agents and probes, theranostics, biosensors, monitoring Manufacturing and Technology – 3D printing, inks, organ-on-a-chip, bioreactor/perfusion systems, microdevices, BioMEMS, optics and electronics interfaces with biomaterials, systems integration Modeling and Informatics Tools – scaling methods to guide biomaterial design, predictive algorithms for structure-function, biomechanics, integrating bioinformatics with biomaterials discovery, metabolomics in the context of biomaterials Tissue Engineering and Regenerative Medicine – basic and applied studies, cell therapies, scaffolds, vascularization, bioartificial organs, transplantation and functionality, cellular agriculture