Explaining ”AI-powered” Effects of brief AI explanations on consumer trust and usage intention

Sammanfattning

This study examines how brief explanations connected to AI-powered labels affect consumer trust and usage intention, and whether these effects vary depending on perceived risk. A 2 × 2 between-subjects experiment was conducted with 202 participants. Transparency was manipulated through the presence or absence of a short AI explanation, while risk was manipulated through two service contexts, a low risk meal-planning application and a high-risk investment advisory service. The results showed that AI explanations increased perceived transparency, indicating that participants found the services more understandable. However, transparency did not significantly affect trust or usage intention. Trust, on the other hand, had a strong positive effect on usage intention. Perceived risk did not moderate the relationships between transparency, trust, and usage intention. The findings suggest that brief AI explanations can improve perceived transparency but are insufficient to increase trust or consumers’ willingness to use AI-based services. The study highlights the importance of trust as a key driver of AI adoption and suggests that organizations need to focus on broader trust-building strategies beyond simple explanations.