{"title":"AI and the advent of the cyborg behavioral scientist","authors":"Geoff Tomaino, Alan D. J. Cooke, Jim Hoover","doi":"10.1002/jcpy.1452","DOIUrl":null,"url":null,"abstract":"<p>Large Language Models have been incorporated into an astounding breadth of professional domains. Given their capabilities, many intellectual laborers naturally question to what extent these AI models will be able to usurp their own jobs. As behavioral scientists, we performed an effort to examine the extent to which an AI can perform <i>our</i> roles. To achieve this, we utilized commercially available AIs (e.g., ChatGPT 4) to perform each step of the research process, culminating in an AI-written manuscript. We attempted to intervene as little as possible in the AI-led idea generation, empirical testing, analysis, and reporting. This allowed us to assess the limits of AIs in a behavioral research context and propose guidelines for behavioral researchers wanting to utilize AI. We found that the AIs were adept at some parts of the process and wholly inadequate at others. Our overall recommendation is that behavioral researchers use AIs judiciously and carefully monitor the outputs for quality and coherence. We additionally draw implications for editorial teams, doctoral student training, and the broader research ecosystem.</p>","PeriodicalId":48365,"journal":{"name":"Journal of Consumer Psychology","volume":"35 2","pages":"297-315"},"PeriodicalIF":4.0000,"publicationDate":"2025-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Psychology","FirstCategoryId":"102","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/jcpy.1452","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Large Language Models have been incorporated into an astounding breadth of professional domains. Given their capabilities, many intellectual laborers naturally question to what extent these AI models will be able to usurp their own jobs. As behavioral scientists, we performed an effort to examine the extent to which an AI can perform our roles. To achieve this, we utilized commercially available AIs (e.g., ChatGPT 4) to perform each step of the research process, culminating in an AI-written manuscript. We attempted to intervene as little as possible in the AI-led idea generation, empirical testing, analysis, and reporting. This allowed us to assess the limits of AIs in a behavioral research context and propose guidelines for behavioral researchers wanting to utilize AI. We found that the AIs were adept at some parts of the process and wholly inadequate at others. Our overall recommendation is that behavioral researchers use AIs judiciously and carefully monitor the outputs for quality and coherence. We additionally draw implications for editorial teams, doctoral student training, and the broader research ecosystem.
期刊介绍:
The Journal of Consumer Psychology is devoted to psychological perspectives on the study of the consumer. It publishes articles that contribute both theoretically and empirically to an understanding of psychological processes underlying consumers thoughts, feelings, decisions, and behaviors. Areas of emphasis include, but are not limited to, consumer judgment and decision processes, attitude formation and change, reactions to persuasive communications, affective experiences, consumer information processing, consumer-brand relationships, affective, cognitive, and motivational determinants of consumer behavior, family and group decision processes, and cultural and individual differences in consumer behavior.