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How hedonic and utilitarian generative AI shape ethical decision-making: neural insights

Author

Listed:
  • Minghui Li
  • Yan Wan
  • Liufang Zhou
  • Hengyi Rao

Abstract

Generative Artificial Intelligence (GenAI) is increasingly deployed across both utilitarian and hedonic contexts. While technologically beneficial, its hedonic applications raise ethical concerns, as emotion-driven decision-making may impair users’ ethical concerns. Using functional Magnetic Resonance Imaging (fMRI), this study investigated the neural mechanisms underlying ethical decision making in hedonic versus utilitarian GenAI interactions. Results revealed that hedonic GenAI activates brain regions associated with emotional integration and moral conflict (e.g. ventromedial prefrontal cortex and orbitofrontal cortex), whereas utilitarian GenAI engages regions linked to cognitive control and moral reasoning (e.g. dorsolateral prefrontal cortex and precuneus). Emotion-related brain activity positively predicted ethical acceptability, whereas cognition-related activity negatively predicts it. As the first neuroimaging study to compare hedonic and utilitarian GenAI interactions, this study provides a neurophysiological foundation for ethical governance of GenAI.

Suggested Citation

  • Minghui Li & Yan Wan & Liufang Zhou & Hengyi Rao, 2026. "How hedonic and utilitarian generative AI shape ethical decision-making: neural insights," Behaviour and Information Technology, Taylor & Francis Journals, vol. 45(10), pages 2173-2188, June.
    • Handle: RePEc:taf:tbitxx:v:45:y:2026:i:10:p:2173-2188
    DOI: 10.1080/0144929X.2025.2573430
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