Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?

Ioku, Tomohiro; Song, Jaehyun; Watamura, Eiichiro

Big Data and Society, 2024, 11(4)

Number of Access:410（2025-11-07 21:31 Counts）

Identifier to cite or link to this item: https://hdl.handle.net/11094/98559

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Title
Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?
Creator
researchmap permalink
iokutomohiro iokutomohiro
CreatorName
Ioku, Tomohiro
NRID
1000070822617 1000070822617
CreatorName
Song, Jaehyun
NRID
1000050732989 1000050732989
researchmap permalink
watamuraeiichiro watamuraeiichiro
Scopus Author ID
55246852800 55246852800
CreatorName
Watamura, Eiichiro
Subject
artificial intelligence
conjoint analysis
locus of control
social justice
sustainability
Transparency
Description
Ioku T., Song J., Watamura E. Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?. Big Data and Society 11, (2024); https://doi.org/10.1177/20539517241290217.
Abstract
As artificial intelligence (AI) becomes more integrated into society, concerns have arisen about unintended biases in AI-driven decision-making and the environmental impact of AI technology development. AI assistants such as Siri and Alexa, while helpful, can obscure decision-making and contribute to increased energy use and CO2 emissions. The present study explores whether consumers prioritize transparency and environmental sustainability over performance when choosing AI assistants with conjoint designs. Japanese participants were presented with different AI assistant profiles, varying in performance quality, transparency, cost, and environmental efficiency. The results revealed that Japanese participants prioritized transparency over performance when choosing AI assistants, but they prioritized performance over environmental sustainability. Moreover, future-oriented participants placed more importance on sustainability than those with a present orientation, while participants with an internal locus of control valued transparency more than those with an external locus of control. The findings of this study enhance our understanding of how consumers choose AI options and offer valuable guidance for creating AI systems and communication strategies that work effectively.
Publisher
SAGE Publications Ltd
Source Title
Big Data and Society
Volume (Issue)
11(4)
Date of Issued
2024-12-01
Language
English
Handle URL
https://hdl.handle.net/11094/98559
eISSN
20539517
Relation.isIdenticalTo
DOI (Publisher Version)
https://doi.org/10.1177/20539517241290217
Access Rights
open access
CopyRight
This article is licensed under a Creative Commons Attribution 4.0 International License.
oaire:version
Version of Record
Category
学術雑誌論文 Journal Article