HBR IdeaCast
The Consumer Psychology of Adopting AI
Feb 18, 2025
Julian De Freitas, an assistant professor at Harvard Business School, dives into the consumer psychology behind AI adoption. He identifies five key barriers that make people hesitant about AI, such as its perceived opacity and lack of emotional intelligence. Through real-life examples, he explains how businesses can make AI feel more relatable and encourage user acceptance. De Freitas also discusses the importance of maintaining user control in AI systems and the complex human factors influencing technology adoption in various industries.
27:23
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Quick takeaways
- Understanding consumer resistance to AI requires addressing their perceptions of opacity and emotional intelligence in AI technologies.
- Companies can enhance AI adoption by improving transparency and framing AI as a tool that complements rather than replaces human capabilities.
Deep dives
Barriers to AI Adoption
Many organizations recognize the potential of artificial intelligence, but the actual adoption rates are significantly lower than expected. Research indicates that while a majority of corporate strategists believe AI is crucial for future success, only a small fraction actively utilize AI in their operations. This gap is often attributed to psychological barriers, which include perceptions that AI is either too human-like or not human enough. These perceptions contribute to resistance and present challenges for companies trying to implement AI technologies effectively.
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