Who’s adopting AI faster: tech-savvy experts or beginners? With artificial intelligence becoming increasingly integrated into daily life, this question carries enormous implications for marketers and product designers. A new Journal of Marketing study reveals a surprising answer: Consumers with lower AI literacy are more likely to adopt AI tools because they view AI as magical and awe-inspiring.
We uncover a powerful insight: the key to increasing AI adoption lies not in technical sophistication but in emotional engagement. When AI feels magical, it inspires curiosity, excitement, and trust. Harnessing this emotional response can unlock new opportunities for innovation and growth across industries.
This sense of wonder drives a willingness to adopt AI, even though these users often perceive AI as less capable or ethical than those with greater AI literacy.
In contrast, consumers with higher AI literacy take a more critical view of AI, focusing on its technical limitations and ethical concerns. This group is less likely to see AI as magical and, as a result, is slower to adopt new tools or products.
Implications for Marketers and Product Designers
This gap in adoption behavior has significant implications for marketers, product developers, and policymakers. It challenges the common assumption that tech-savvy consumers are the leading edge of AI adoption. Instead, businesses targeting lower-literacy audiences can emphasize AI’s awe-inspiring potential to drive engagement and usage.
For example, marketing campaigns showcasing AI’s ability to generate lifelike images, analyze complex patterns, or offer empathetic care can resonate deeply with consumers who view these capabilities as extraordinary. By focusing on the “magic” of AI, brands can tap into the sense of wonder that drives adoption.
Marketing campaigns showcasing AI’s ability to generate lifelike images, analyze complex patterns, or offer empathetic care can resonate deeply with consumers who view these capabilities as extraordinary.
Balancing Wonder and Responsibility
This approach comes with a caution. Although lower AI literacy fosters adoption through magical thinking, it may also leave these consumers vulnerable to misuse or misrepresentation. For instance, users may overestimate AI’s capabilities or fail to recognize its limitations, leading to ethical and practical challenges.
Marketers and policymakers must strike a balance between highlighting AI’s potential and promoting informed usage. Clear messaging about AI’s capabilities and boundaries can help prevent misunderstandings while maintaining the sense of wonder that encourages adoption.
Another key challenge involves the role of education. As AI literacy increases, the perception of AI as magical diminishes. While education is crucial for fostering responsible use, it may inadvertently dampen adoption by reducing the sense of awe that motivates initial engagement. Policymakers and educators need to design programs that enhance understanding without eroding the excitement that drives consumers to explore new technologies.
Tailoring Strategies to Audience Perceptions
The study also highlights the broader implications of consumer perceptions for AI integration. Businesses should consider how AI is positioned within their offerings, ensuring that messaging aligns with the target audience’s level of understanding and emotional response.
For example, companies developing AI-powered tools for creative industries might focus on the “magic” of artistic generation, appealing to less tech-savvy consumers. Meanwhile, brands targeting professionals or experts might emphasize transparency and accuracy, addressing the more critical lens through which these audiences view AI.
Ultimately, the findings suggest that marketers and product developers must tailor their strategies to different segments of the population. By understanding how consumers perceive and interact with AI, businesses can create products and campaigns that resonate more effectively with their audiences.
Read the Full Study for Complete Details
Source: Stephanie Tully, Chiara Longoni, and Gil Appel, “Lower Artificial Intelligence Literacy Predicts Greater AI Receptivity,” Journal of Marketing, 89 (5), 1–20.
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Stephanie M. Tully is Associate Professor of Business Administration, University of Southern California, USA.
Chiara Longoni is Associate Professor of Marketing, Bocconi University, Italy.
Gil Appel is Assistant Professor of Marketing, George Washington University, USA.