Genders’ Fascinations and Fears Towards the Use of Cognitive Computing

Abstract

Cognitive computing are intelligent systems that have been designed by companies in order to enhance customer experiences by providing personal advice and guidance for the everyday life buying decisions. The ability of cognitive computing systems to analyze huge amount of consumer data and their ability to learn from experience by machine learning systems, will revolutionize the interaction between consumers and companies. Therefore it is important to determine the major factors that impact the consumers' willingness to use cognitive computing systems. The objective of our research is to determine the perception and preferences of consumers regarding cognitive computing systems based on gender. The results of an online survey show that the two genders have more similarities than differences in the perception of cognitive computing. However women tend to be more reluctant to cognitive computing systems, as they don't know the processes behind the system and they don't have a control over the information shared with the intelligent system. These results are in accordance to previous research and they have important implications for the implementation of cognitive computing systems and for future research.

Generations’ Perception Towards the Interaction with AI

“…These results are in line with other discriminant tests done in this field (e.g. Pelau & Barbul, 2021;Barbul et al, 2022).…”

“…With the increased presence of AI devices in both consumers' homes and workplaces, the risk of cybersecurity threats represents another concern that make people redundant in adopting and accepting AI devices instead of a human being. There are several factors that influence consumers' decision of accepting and using AI devices such as lack of transparency, the privacy concerns or unforeseen consequences (Barbul et al 2022).…”