A study by UCD Michael Smurfit Graduate Business School has discovered people are likely to see AI as more rational than human decision-making, which, based on respondents, is most affected by emotion. What makes humans human may be our downfall.
Led by behavioural scientists, Dr Suhas Vijayakumar, Dr Yuna Yang, and Dr David DeFranza, an economic game was arrange putting real money on the table. Participants had to choose from accepting or rejecting unfair financial offers from a human and AI partner. Both would recommend a share of $1, with $0.90 going to the partner and $0.10 for the participant. If the offer was rejected, each the participant and partner would go away with nothing.
The rational decision human decision can be to simply accept this offer, irrespective of how unfair it seems. After all, the participant will at the very least walk away with something. Interestingly, nevertheless, those that interacted with AI were more likely to simply accept the unfair offer, signalling more rational decision-making.
The researchers noted that the choice will not be attributable to AI itself. Instead, people may change their behaviour because they’re interacting with something more logical, becoming more rational to match that expectation.
The findings suggest the true influence AI has on influencing real-world decisions, highlighting the potential implications that would face businesses worldwide, particularly in negotiations where human-AI interactions have gotten more commonplace.
The researchers state that decision-makers must recognise that individuals have already got assumptions on how AI “thinks,” whether or not it’s logical, subjective, or unbiased. It’s these beliefs that may shape how someone trusts AI outputs and whether they are going to follow its recommendations. The impact of AI just isn’t concerning the technology, but how all of us perceive it, which may subsequently influence final decisions.
Dr Vijayakumar commented, “We speculate perhaps a reason why persons are less likely to simply accept the same unfair offer from an individual (human), is also due to expectations of reciprocity and emotional fairness that we share with other human beings. Future research needs to take a look at further expectations and beliefs about AI.”
The next time it is advisable to make a life-changing decision, consulting each AI and human input may result in a more rational consequence as intuition meets algorithm.
(Image source: Pixabay under licence.)
Find out more concerning the Digital Marketing World Forum series and register here.
Read the total article here
