HBR piece: When Do We Trust AI’s Recommendations More Than People’s?
Our colleague, Prof. Chiara Longoni from the Questrom Marketing Department, on her article published in the Journal of Marketing — based on data from over 3,000 people who took part in 10 experiments:
“When consumers are seeking functional or practical products, they tend to trust AI’s recommendations more than a human’s. But the opposite is true when consumers are looking for experiential or sensory products.”
Here is the link to the Harvard Business Review piece, written by Chiara Longoni and Luca Cian, October 14, 2020.