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How scary is the risk of automation? Evidence from a large-scale survey experiment

Author

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  • Cattaneo, Maria A.
  • Gschwendt, Christian
  • Wolter, Stefan C.

Abstract

Technological advancements have always shaped labor markets; however, emerging AI innovations like ChatGPT are now putting occupations previously considered "safe" from technological substitution at significant risk of automation. This study examines individuals' willingness to pay to reduce automation risk, using a discrete-choice experiment conducted with nearly 6000 participants. Results reveal that respondents accept a salary reduction of almost 20 % of the Swiss median annual gross wage to reduce their automation risk by 10 percentage points or, conversely, demand a 20 % risk premium to accept an equivalent increase in automation risk. Interestingly, the study finds that WTP for risk reduction increases with higher baseline automation risk levels, contrary to patterns observed in other contexts. While preferences are generally homogeneous, differences exist between demographic groups. Men, younger and risk-tolerant individuals, and those with higher education show lower willingness to pay for reduced automation risk. By having respondents express preferences for hypothetical children, the study also explores potential gender biases, finding no significant differences in willingness to pay for reduced automation risk, educational degrees, hierarchical position, or wage based on the child's gender.

Suggested Citation

  • Cattaneo, Maria A. & Gschwendt, Christian & Wolter, Stefan C., 2025. "How scary is the risk of automation? Evidence from a large-scale survey experiment," Journal of Economic Behavior & Organization, Elsevier, vol. 235(C).
    • Handle: RePEc:eee:jeborg:v:235:y:2025:i:c:s0167268125001532
    DOI: 10.1016/j.jebo.2025.107034
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    More about this item

    Keywords

    Artificial intelligence; Automation; Willingness to pay; Survey experiment;
    All these keywords.

    JEL classification:

    • J24 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Human Capital; Skills; Occupational Choice; Labor Productivity
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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