A Perceived Risk Perspective on Narrow Artificial Intelligence.

In the upcoming years, huge benefits are expected from Artificial Intelligence (AI). However, there are also risks involved in the technology, such as accidents of autonomous vehicles or discrimination by AI-based recruitment systems. This study aims to investigate public perception of these risks, focusing on realistic risks of Narrow AI, i.e., the type of AI that is already productive today. Based on perceived risk theory, several risk scenarios are examined using data from an exploratory survey. This research shows that AI is perceived positively overall. The participants, however, do evaluate AI critically when being confronted with specific risk scenarios. Furthermore, a strong positive relationship between knowledge about AI and perceived risk could be shown. This study contributes to knowledge by advancing our understanding of the awareness and evaluation of the risks by consumers and has important implications for product development, marketing and society.