Understanding Consumer and Employee Reactions to AI Technologies

• Author(s) / Creator(s)

  • Castelo, Noah

• SSHRC IG awarded 2020: The global economy is on the verge of a profound transformation as artificial intelligence (AI) achieves and exceeds human-level abilities in a growing number of domains. Canada is already a world leader in the development and commercialization of AI technologies. However, the rate and pattern with which this transformation occurs depends on how firms market these technologies and how consumers and employees respond. Virtually no existing research has rigorously examined either of these fundamental questions. The goal of the proposed research program is to study how firms, governments, and the media can portray AI technologies in such a way that maximizes their net positive impact on society. The research program is divided into two modules, studying slightly different yet closely related research questions. Module A will focus on consumers' reactions to AI technologies being used in retail and service settings, with the goal of understanding how the use of such technologies impacts perceptions of the firm using the technologies as well as the human employees working alongside the technologies. Module B will focus on workers' reactions to AI technologies in the workplace, with the goal of understanding how the availability of such technologies changes the kinds of jobs workers choose to pursue and the factors impacting willingness to use AI in their chosen job.

• Date created

  2019-10-01

• Subjects / Keywords

  • Insight Grant
  • IG
  • SSHRC
  • Psychology of Technology
  • Artificial Intelligence
  • Human Machine Interaction
  • Automation
  • Psychology
  • Marketing
  • Management
  • Psychology
  • Science and Technology

• Type of Item

  Research Material

• DOI

  https://doi.org/10.7939/r3-1n9k-6s72

• License

  ©️Castelo, Noah. All rights reserved other than by permission. This document embargoed to those without UAlberta CCID until 2025.