Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?
As artificial intelligence (AI) becomes more integrated into society, concerns have arisen about unintended biases in AI-driven decision-making and the environmental impact of AI technology development. AI assistants such as Siri and Alexa, while helpful, can obscure decision-making and contribute t...
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2024-12-01
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| Series: | Big Data & Society |
| Online Access: | https://doi.org/10.1177/20539517241290217 |
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| _version_ | 1832582730827694080 |
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| author | Tomohiro Ioku Jaehyun Song Eiichiro Watamura |
| author_facet | Tomohiro Ioku Jaehyun Song Eiichiro Watamura |
| author_sort | Tomohiro Ioku |
| collection | DOAJ |
| description | As artificial intelligence (AI) becomes more integrated into society, concerns have arisen about unintended biases in AI-driven decision-making and the environmental impact of AI technology development. AI assistants such as Siri and Alexa, while helpful, can obscure decision-making and contribute to increased energy use and CO2 emissions. The present study explores whether consumers prioritize transparency and environmental sustainability over performance when choosing AI assistants with conjoint designs. Japanese participants were presented with different AI assistant profiles, varying in performance quality, transparency, cost, and environmental efficiency. The results revealed that Japanese participants prioritized transparency over performance when choosing AI assistants, but they prioritized performance over environmental sustainability. Moreover, future-oriented participants placed more importance on sustainability than those with a present orientation, while participants with an internal locus of control valued transparency more than those with an external locus of control. The findings of this study enhance our understanding of how consumers choose AI options and offer valuable guidance for creating AI systems and communication strategies that work effectively. |
| format | Article |
| id | doaj-art-0e4ac239e79e416f9e31052edaad2391 |
| institution | Kabale University |
| issn | 2053-9517 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | Big Data & Society |
| spelling | doaj-art-0e4ac239e79e416f9e31052edaad23912025-01-29T10:03:29ZengSAGE PublishingBig Data & Society2053-95172024-12-011110.1177/20539517241290217Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?Tomohiro Ioku0Jaehyun Song1Eiichiro Watamura2 Center for International Education and Exchange, , Suita, Japan Faculty of Informatics, , Takatsuki, Japan Graduate School of Human Sciences, , Suita, JapanAs artificial intelligence (AI) becomes more integrated into society, concerns have arisen about unintended biases in AI-driven decision-making and the environmental impact of AI technology development. AI assistants such as Siri and Alexa, while helpful, can obscure decision-making and contribute to increased energy use and CO2 emissions. The present study explores whether consumers prioritize transparency and environmental sustainability over performance when choosing AI assistants with conjoint designs. Japanese participants were presented with different AI assistant profiles, varying in performance quality, transparency, cost, and environmental efficiency. The results revealed that Japanese participants prioritized transparency over performance when choosing AI assistants, but they prioritized performance over environmental sustainability. Moreover, future-oriented participants placed more importance on sustainability than those with a present orientation, while participants with an internal locus of control valued transparency more than those with an external locus of control. The findings of this study enhance our understanding of how consumers choose AI options and offer valuable guidance for creating AI systems and communication strategies that work effectively.https://doi.org/10.1177/20539517241290217 |
| spellingShingle | Tomohiro Ioku Jaehyun Song Eiichiro Watamura Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance? Big Data & Society |
| title | Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance? |
| title_full | Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance? |
| title_fullStr | Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance? |
| title_full_unstemmed | Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance? |
| title_short | Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance? |
| title_sort | trade offs in ai assistant choice do consumers prioritize transparency and sustainability over ai assistant performance |
| url | https://doi.org/10.1177/20539517241290217 |
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