Artificial Intelligence : an online exploration of the public’s attitude towards the increased use of AI in today’s society and the associated future consequences

• Autor(a) principal: Schmidt, Julian
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/26903
• topic: Artificial Intelligence; Technology; Netnography; Digital Insights; Trust; Regulations; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Throughout the past decade, Artificial Intelligence has been edging its way into our lives. The increased use of AI technology led to significant improvements in various industries and different aspects of life, but also comes with several risks and regulatory challenges that need to be adequately addressed. In light of these issues, existing academic research has investigated AI from a researcher’s perspective without explaining the expectations, fears, and thoughts of consumers. The present thesis aims to understand the consumers’ general attitude towards Artificial Intelligence. Hence, an online netnography was conducted to map the interests and thoughts on AI in online communities. Results show that most concerns and the general scepticism towards the technology have its origin in the theme of trust. The mistrust in governments, corporations and AI itself together with unclear accountability positions decelerate adoption and development. Reinforcing transparency and direct communication between providers and consumers is, therefore, considered to be a key aspect in introducing AI technology on a mainstream level. The underlying thesis contributes preliminary research findings to a yet rather neglected field within AI and holds practical implications for AI providers and AI enablers of all size. Implications include the optimal positioning in Artificial Intelligence and how to avoid or resolve common issues on the customer’s side with the commercial and social use of the technology.