HBR IdeaCast The Consumer Psychology of Adopting AI
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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.
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AI's Human-Like Perception
- Consumers perceive AI as more human-like than previous technologies.
- This creates opportunities and challenges for marketing and product design.
Five Barriers to AI Adoption
- Five key barriers hinder AI adoption: opacity, lack of emotion, inflexibility, autonomy, and not being human enough.
- These barriers stem from AI being perceived as human-like but not fully human.
Explain AI's Actions
- Explain how AI systems work, especially why they take specific actions.
- For example, an automated vehicle should explain why it stops.