Data Protection as Predictor for the Acquisition of AI Devices

Abstract

The significant development of AI has started to have an important impact on how people interact with robots and intelligent devices in the near future. Starting from the simplest AI forms, such as mobile applications for consumers' daily activities (example: e-commerce or health apps) to more complex forms of AI (example: robotic surgery), people represent its main beneficiary. Still, the consumers' acceptance and embracement of AI can depend on different factors. An important issue is represented by the collection of the individuals' private information, as mobile applications require different permissions in order to be installed and to be used. AI devices will also have the capacity to register private data, under specific forms. The main objective of this research is to analyze if the data protection associated with the AI usage directly influence the buying decision. The study was constructed using three pillars: willingness to buy an AI device, vulnerability of consumer related to data privacy concerns and the ability to control the private data used by AI devices. Using structural equation models in Smart-PLS3, it was shown that the vulnerability generated by the data accumulated by the AI does not influence the buying decision, while the ability to control the private data does play an important role for the willingness of consumers to buy AI devices. The practical implication of the research is given for the design of future AI devices as well as their future marketing and sales strategy. It should be taken into consideration the fact that for consumers it is important to control the availability of private data usage. Therefore AI devices should incorporate the possibility of consumers to switch-off the intelligent devices and enjoy their private life.

Genders’ Fascinations and Fears Towards the Use of Cognitive Computing

“…As the results reveal, women fear more that their buying decision might be influenced in undesired way. This result is in accordance with previous research, where the willingness of providing data to intelligent systems is predicted by the consumer's control over the data (Stanescu, Pelau and Barbul, 2021). This study confirms that women are more concerned about not having control over the intelligent or cognitive system they interact with.…”

“…The complexity of collected data proves the hard work companies have to do, in order to meet the consumer expectations. In terms of data-driven initiatives by companies, marketers need to focus on meeting consumers exactly where and how they want to get involved in long term relationships (Glass and Haller, 2017;Stanescu, Pelau and Barbul, 2021).…”

A conceptual comparative approach on personal AI assistants and external service robots

“…The stronger these aspects are defined in the relationship, the more people intend to continue to use their personal AI assistant (Ki et al, 2020). The more AI assistants are perceived as a real person, the more will the consumers be willing to provide their personal data, reveal and share their thoughts and feelings with them (Ki et al, 2020;Stanescu et al, 2021). Another aspect taken into consideration for the use of AI assistants, is determined by the user perceptions of its human like features.…”