Ioku, T. (井奥智大), Song, J., & Watamura, E. (綿村英一郎) (2024).
Trade-offs in AI assistant choice: Do consumers prioritize transparency and sustainability over AI assistant performance?
AIアシスタント選びにおけるトレードオフ: 消費者はAIアシスタントの性能よりも透明性や持続可能性を重視するのか？
Big Data & Society, 11(4).
https://doi.org/10.1177/20539517241290217
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.
研究成果のポイント
・ユーザーの音声を認識し、それに対して応答する「AIアシスタント」の利用拡大に伴い、アルゴリズムの透明性や環境への影響が懸念されている
・日本の消費者はAIアシスタント選びにおいて、持続可能性よりも性能を重視し、性能よりも透明性を重視することが分かった
・未来志向の消費者は持続可能性を、内的帰属（物事の原因を自分自身に求める）傾向のある消費者は透明性をより重視していた
・AI開発においては単に高い性能を追求するだけでなく、透明性や持続可能性、また消費者の個性を考慮した設計が求められる
プレスリリースによるわかりやすい内容説明：https://resou.osaka-u.ac.jp/ja/research/2024/20241120_2