The Consumer Psychology of Adopting AI

Despite all the ways that artificial intelligence promises to
improve our lives, many consumers feel anxious and are averse to
AI-powered products and services. For marketers and product
managers, it’s vital to understand what is driving that resistance
to adoption. Julian De Freitas is an assistant professor in the
marketing unit at Harvard Business School. He has identified five
main ways people see artificial intelligence negatively: that AI is
opaque, emotionless, inflexible, autonomous, and not human enough.
Through real-life cases and the latest research, he explains how
companies can soothe anxieties and encourage consumer adoption. De
Freitas the author of the HBR article "Why People Resist
Embracing AI."