Business Review - The Trust Factor

AS ARTIFICIAL INTELLIGENCE IS BECOMING MORE PERVASIVE, USERS TRUST IN “AI” IS MORE IMPORTANT THAN EVER. ASSISTANT PROFESSOR IN INFORMATION SYSTEMS AND BUSINESS ANALYTICS, YULIA SULLIVAN, SEEKS TO UNDERSTAND THE TRUST FORMATION BETWEEN HUMAN AND ARTIFICIAL AGENTS.

"AI can be very beneficial to business, but it can only bring value if users trust AI. In our research, however, we looked at what if an AI involve in a wrongdoing? Let's say there is an autonomous car, and we present two objects in front of this car. One is a grown up human, and the other object is five children. And AI will have to choose an object to hit. If this AI choose a grown up man, they blame this AI less than when this AI choose to hit five children."

 SULLIVAN SAYS THAT HER RESEARCH SHOWS PERCEIVED INJUSTICE HAS A STRONGER EFFECT ON OUR FEELINGS THAN PERCEIVED HARMS. THIS SUGGESTS THAT ETHICAL PERSPECTIVES ARE IMPORTANT IN THE DEVELOPMENT OF ARTIFICIAL INTELLIGENCE.

"We need to think about how users can trust artificial intelligence systems. And more importantly, the ethical aspects. Making AI more transparent and, stating the limitations of AI and establishing trust in AI we can, design AI that has a moral values we can have that trust relationship with an AI."

THE BUSINESS REVIEW IS A PRODUCTION OF LIVINGSTON AND MCKAY AND THE HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY.

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