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Exploring Motivators for Trust in the Dichotomy of Human—AI Trust Dynamics

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  • Michael Gerlich

    (Center for Strategic Corporate Foresight and Sustainability, SBS Swiss Business School, 8302 Kloten, Switzerland)

Abstract

This study analyses the dimensions of trust in artificial intelligence (AI), focusing on why a significant portion of the UK population demonstrates a higher level of trust in AI compared to humans. Conducted through a mixed-methods approach, this study gathered 894 responses, with 451 meeting the criteria for analysis. It utilised a combination of a six-step Likert-scale survey and open-ended questions to explore the psychological, sociocultural, and technological facets of trust. The analysis was underpinned by structural equation modelling (SEM) and correlation techniques. The results unveil a strong predilection for trusting AI, mainly due to its perceived impartiality and accuracy, which participants likened to conventional computing systems. This preference starkly contrasts with the scepticism towards human reliability, which is influenced by the perception of inherent self-interest and dishonesty in humans, further exacerbated by a general distrust in media narratives. Additionally, this study highlights a significant correlation between distrust in AI and an unwavering confidence in human judgment, illustrating a dichotomy in trust orientations. This investigation illuminates the complex dynamics of trust in the era of digital technology, making a significant contribution to the ongoing discourse on AI’s societal integration and underscoring vital considerations for future AI development and policymaking.

Suggested Citation

  • Michael Gerlich, 2024. "Exploring Motivators for Trust in the Dichotomy of Human—AI Trust Dynamics," Social Sciences, MDPI, vol. 13(5), pages 1-20, May.
    • Handle: RePEc:gam:jscscx:v:13:y:2024:i:5:p:251-:d:1389024
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    References listed on IDEAS

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    1. Song, Mengmeng & Xing, Xinyu & Duan, Yucong & Cohen, Jason & Mou, Jian, 2022. "Will artificial intelligence replace human customer service? The impact of communication quality and privacy risks on adoption intention," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Xuequn Wang & Mina Tajvidi & Xiaolin Lin & Nick Hajli, 2020. "Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective," Journal of Business Ethics, Springer, vol. 167(1), pages 137-152, November.
    3. Thomas Davenport & Abhijit Guha & Dhruv Grewal & Timna Bressgott, 2020. "How artificial intelligence will change the future of marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 24-42, January.
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    Cited by:

    1. Nuno Ligeiro & Ivo Dias & Ana Moreira, 2024. "Recruitment and Selection Process Using Artificial Intelligence: How Do Candidates React?," Administrative Sciences, MDPI, vol. 14(7), pages 1-17, July.
    2. Michael Gerlich, 2025. "AI Tools in Society: Impacts on Cognitive Offloading and the Future of Critical Thinking," Societies, MDPI, vol. 15(1), pages 1-28, January.

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