Document Type

Article

Source of Publication

Behaviour and Information Technology

Publication Date

1-1-2025

Abstract

This study examines the impact of two key AI modalities–freedom of choice (FoC) and social proof (SP)–on public attitudes toward AI, focusing on cultural differences between UK and Arab participants. FoC refers to the option of selecting a non-AI, possibly human, alternative, while SP means knowing that others have used AI without issues. Four scenarios were designed, combining the presence or absence of these modalities. The context was a customer service chatbot for a telecommunications company, familiar to all participants. A total of 639 participants (316 British and 323 Arab) were introduced to the modalities and then the scenarios in randomised order, then asked about their reactions. Factor analysis grouped their responses into two categories: personal and social good, and risks and ethical concerns. Results indicate that both modalities positively influence perceptions of personal and social benefits of AI while reducing perceived risks and ethical concerns. When one modality was present, FoC had a stronger effect on improving positive perceptions and reducing concerns than SP. Cultural differences were minor but present, suggesting both groups generally respond similarly. Findings highlight the importance of providing a human alternative and avoiding reliance solely on SP or similar strategies to build trust in AI.

ISSN

0144-929X

Publisher

Informa UK Limited

Disciplines

Computer Sciences

Keywords

Artificial Intelligence, attitude, ethical concerns, freedom of choice, positive change, social proof

Scopus ID

105000531358

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Indexed in Scopus

yes

Open Access

yes

Open Access Type

Hybrid: This publication is openly available in a subscription-based journal/series

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