1. bookVolume 11 (2019): Issue 2 (November 2019)
    AI and the Machine Age of Marketing
Journal Details
License
Format
Journal
eISSN
2628-166X
First Published
30 May 2019
Publication timeframe
2 times per year
Languages
English
access type Open Access

Let the Machine Decide: When Consumers Trust or Distrust Algorithms

Published Online: 15 Nov 2019
Volume & Issue: Volume 11 (2019) - Issue 2 (November 2019)<br/>AI and the Machine Age of Marketing
Page range: 24 - 29
Journal Details
License
Format
Journal
eISSN
2628-166X
First Published
30 May 2019
Publication timeframe
2 times per year
Languages
English
Abstract

Thanks to the rapid progress in the field of artificial intelligence algorithms are able to accomplish an increasingly comprehensive list of tasks, and often they achieve better results than human experts. Nevertheless, many consumers have ambivalent feelings towards algorithms and tend to trust humans more than they trust machines. Especially when tasks are perceived as subjective, consumers often assume that algorithms will be less effective, even if this belief is getting more and more inaccurate.

To encourage algorithm adoption, managers should provide empirical evidence of the algorithm’s superior performance relative to humans. Given that consumers trust in the cognitive capabilities of algorithms, another way to increase trust is to demonstrate that these capabilities are relevant for the task in question. Further, explaining that algorithms can detect and understand human emotions can enhance adoption of algorithms for subjective tasks.

Keywords

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