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  • When are people more likely to trust robotic recommendations?
  • When are people more likely to trust robotic recommendations?
    Maxim Hopman (2020) ©

Trust an AI? The science of the ‘word-of-machine’ effect

Algorithms have become central to discovering new music and products online – but are machine-led recommendations always welcome? Canvas8 spoke to Chiara Longoni, an assistant professor at Boston University, to understand how people’s goals impact their willingness to trust AI.

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Algorithms are virtually everywhere in the digital era, helping to pick the music we listen to on Spotify, recommending products to buy on Amazon, and determining how likely we are to default on a loan. “Artificial intelligence, in its various forms of sophistication, is starting to pervade every aspect of our lives – from healthcare to entertainment,” explains Chiara Longoni, an assistant professor of marketing at Boston University and co-author of ‘Artificial Intelligence in Utilitarian vs. Hedonic Contexts: The ‘Word-of-Machine’ Effect’.

Whether knowingly or not, people have grown comfortable letting machines take control in ...



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