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Study: Most Consumers Fear Companies Will 'Go Too Far' With Artificial Intelligence Technologies

New research has found that consumers are conflicted about artificial intelligence (AI) technologies. A national study of 697 adults during the Spring of 2018 by Elicit Insights found:

"Most consumers are conflicted about AI. They know there are benefits, but recognize the risks, too"

Several specific findings:

  • 73 percent of survey participants (e.g., Strongly Agree, Agree) fear "some companies will go too far with AI"
  • 64 percent agreed (e.g., Strongly Agree, Agree) with the statement: "I'm concerned about how companies will use artificial intelligence and the information they have about me to engage with me"
  • "Six out of 10 Americans agree or strongly agree that AI will never be as good as human interaction. Human interaction remains sacred and there is concern with at least a third of consumers that AI won’t stay focused on mundane tasks and leave the real thinking to humans."

Many of the concerns center around control. As AI applications become smarter and more powerful, they are able to operate independently, without human -- users' -- authorization. When presented with several smart-refrigerator scenarios, the less control users had over purchases the fewer survey participants viewed AI as a benefit:

Smart refrigerator and food purchase scenarios. AI study by Elicit Insights. Click to view larger version

AI technologies can also be used to find and present possible matches for online dating services. Again, survey participants expressed similar control concerns:

Dating service scenarios. AI study by Elicit Insights. Click to view larger version

Download Elicit Insights' complete Artificial Intelligence survey (Adobe PDF). What are your opinions? Do you prefer AI applications that operate independently, or which require your authorization?

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