People trust humans more than artificial intelligence, but when they think about God they are more likely to embrace AI recommendations over those from their peers. That's according to new research from Keisha Cutright, a marketing professor at Duke University's Fuqua School of Business, published in the Proceedings of the National Academy of Sciences (PNAS) journal.
People trust humans more than artificial intelligence, but when they think about God they are more likely to embrace AI recommendations over those from their peers.
In their experiments, the researchers randomly exposed half of the participants to tasks or experiences meant to make them think about God. In one study, they asked them to write what God meant to them. In other experiments, they used more subtle religious cues, like exposing people in the waiting room of a dental clinic to music evocative of God versus secular music; or comparing how proximity to a place of worship influenced choices.
The results showed when people are actively thinking about God, they are less averse to AI and more willing to consider AI-based recommendations. "The preference for the human is pretty strong, but it starts to dampen a bit when you evoke thoughts of God," she said."It's still not going to flip to the point where people have a preference for AI over humans, but now it is probably closer to 50/50 in many situations."
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