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Trust is the glue that holds enterprises and processes together, and lately, more of that trust has being relegated to artificial intelligence. How much decision-making can and should be entrusted to the machines? by Joe McKendrick, author and independent analyst.
Two business persons in front of futuristic display. Graphical User Interface(GUI). Head up Display(HUD). Internet of things.
Photo: Getty
We often trust AI recommendations for books related to the ones we have purchased. We are learning to trust AI to help guide our trucks and cars, applying warnings and brakings in traffic situations. Our call-center staff trust AI-generated recommendations to upsell the customers they have on the line. We let AI move more valuable customers to the head in line of queues. But how trustworthy is AI? Maybe more, maybe less trustworthy than we perceive it to be — it depends on the situation.
That’s the conclusion drawn by Chiara Longoni and Luca Cian in a recent analysis posted in Harvard Business Review. Consumers, for example, “tend to believe AI is more competent at making recommendations when they are seeking functional or practical offerings.” But they prefer human judgement “when they are more interested in an offering’s experiential or sensory features.”...
Longoni and Cian explored consumer trust with AI in a series of experiments involving 3,000 consumers. Among their conclusions: “Simply offering AI assistance won’t necessarily lead to more successful transactions. In fact, there are cases when AI’s suggestions and recommendations are helpful and cases when they might be detrimental.”
Source: Forbes
