University of Twente Student Theses
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Promoting mystique, magic and the awe in the promotion and usage of AI products.
Filippov, O. (2025) Promoting mystique, magic and the awe in the promotion and usage of AI products.
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| Abstract: | Smart technologies such as AI are developing and becoming a bigger part of everyday life. However, people don’t always respond to AI based on what they know - but often on how these tools make them feel. This study builds on the work of Tully et al. (2024), which states that people with less technical knowledge of artificial intelligence (AI) can be more open to using it, since they see it as something magical or awe-inspiring. To explore whether this also applies in a diverse, international context, a survey with 121 students and staff at the University of Twente was conducted. The results confirmed the original finding: those who knew less about how AI works were more likely to view it as something fascinating and mysterious—and were more willing to embrace it. On the other hand, people who had a better grasp of the technology tended to be more cautious, especially when AI was used in roles that feel human, like making decisions or having conversations. Interestingly, when AI was used for more straightforward tasks, like sorting or calculations, technically knowledgeable participants were more receptive. Based on data analysis it was possible to identify that cultural background didn’t seem to make a big difference in how people responded, suggesting that these reactions are universal and do not depend on cultural factors of nationality. This study not only validates, but goes beyond Tully et al. (2024) findings in for it shows that individuals do not accept AI only because they understand it, the sense of wonder the technology offers is also an important variable. For that reason, successful AI adoption may combine clear education with thoughtful, engaging communication about the technology. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 70 social sciences in general |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/106933 |
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