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Human-Centered Artificial Intelligence: A Field Experiment

Author

Listed:
  • Sebastian Krakowski

    (Stockholm School of Economics, House of Innovation, 113 83 Stockholm, Sweden)

  • Darek Haftor

    (Department of Informatics and Media, Ekonomikum, Uppsala University, 751 20 Uppsala, Sweden)

  • Johannes Luger

    (Department of Business Administration, PLM/PLR, University of Zurich, 8032 Zurich, Switzerland)

  • Natallia Pashkevich

    (School of Social Sciences, Södertörn University, 141 89 Huddinge, Sweden)

  • Sebastian Raisch

    (Geneva School of Economics and Management, University of Geneva, 1211 Geneva, Switzerland)

Abstract

Humans and artificial intelligence (AI) algorithms increasingly interact on unstructured managerial tasks. We propose that tailoring this human-AI interaction to align with individuals’ cognitive preferences is essential for enhancing performance. This hypothesis is examined through a field experiment in a multinational pharmaceutical firm. In the experiment, we manipulated four contextual parameters of human-AI interaction—work procedures, decision-making authority, training, and incentives—to align with sales experts’ cognitive styles, categorized as either adaptors or innovators. Our results show that tailored interaction significantly improves sales performance, whereas untailored interaction results in negative treatment effects compared with both the tailored and control conditions. Qualitative evidence suggests that this negative outcome arises from role conflicts and ambiguities in untailored interaction. Exploring the mechanisms underlying these outcomes further, a mediation analysis of AI login data reveals that human-AI interaction tailoring leads sales experts to adjust their AI utilization, which contributes to the observed performance outcomes. These findings support a human-centered approach to AI that prioritizes individuals’ information-processing needs and tailors their interaction with AI accordingly.

Suggested Citation

  • Sebastian Krakowski & Darek Haftor & Johannes Luger & Natallia Pashkevich & Sebastian Raisch, 2026. "Human-Centered Artificial Intelligence: A Field Experiment," Management Science, INFORMS, vol. 72(1), pages 57-72, January.
    • Handle: RePEc:inm:ormnsc:v:72:y:2026:i:1:p:57-72
    DOI: 10.1287/mnsc.2022.03849
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    Cited by:

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    2. Bernd Irlenbusch, 2026. "Human Trust in AI: Evidence from Experimental Economics," ECONtribute Discussion Papers Series 417, University of Bonn and University of Cologne, Germany.

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