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The Consumer Psychology of Adopting AI

2025/2/18
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HBR IdeaCast
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Julian De Freitas
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Julian De Freitas: 我认为人工智能与以往的技术不同，它在消费者认知上更像人类。这种认知差异深刻地影响了营销策略和人工智能的价值实现方式，同时也带来了一系列新的风险。我们需要认真考虑如何克服消费者对人工智能的抵触心理，并充分利用其潜力。具体来说，人们对人工智能的抵触主要体现在五个方面：不透明、缺乏情感、僵化、自主性过强以及不够人性化。针对这些问题，我认为公司应该采取相应的策略。例如，对于不透明性，公司应该解释人工智能系统的工作原理，特别是解释系统为什么这样做。对于缺乏情感，可以利用人工智能的优势来克服情感障碍，而不是试图说服人们人工智能能够体验情感。对于自主性过强，可以通过让用户选择手动模式或让机器人的行为更可预测，来增强用户的控制感。对于僵化，可以通过暗示系统正在学习，或者使用“机器学习”等标签，来改变人们对人工智能缺乏灵活性的看法。最后，对于不够人性化，可以通过互动，人们可以逐渐改变对人工智能机器人的看法，从而缓解焦虑和不适。总之，我们需要了解人工智能采用的障碍，可以帮助管理者针对特定用例找到解决方案，从而缓解用户的担忧并促进采用。

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Despite all the ways that artificial intelligence promises to improve our lives, many consumers feel anxious and are averse to AI-powered products and services. For marketers and product managers, it’s vital to understand what is driving that resistance to adoption. Julian De Freitas is an assistant professor in the marketing unit at Harvard Business School. He has identified five main ways people see artificial intelligence negatively: that AI is opaque, emotionless, inflexible, autonomous, and not human enough. Through real-life cases and the latest research, he explains how companies can soothe anxieties and encourage consumer adoption. De Freitas the author of the HBR article "Why People Resist Embracing AI."