As artificial intelligence (AI) becomes increasingly integrated into our daily lives, the way people react to this technology varies widely. A new study published in the Journal of Marketing reveals a surprising insight: individuals with less knowledge of AI are more open to adopting it. This phenomenon, dubbed the “lower literacy-higher receptivity” link, suggests that a lack of understanding may make people more inclined to embrace AI technology.
This trend is not confined to a specific region or demographic. Research from market research company Ipsos, which analyzed data from 27 countries, shows that people in nations with lower average AI literacy are more willing to adopt AI compared to those in countries with higher literacy. Similarly, a survey of undergraduate students in the U.S. found that those with less knowledge of AI were more likely to report using it for tasks like academic assignments.
Why is this the case? The answer lies in the human tendency to be fascinated by what seems magical or beyond the ordinary. For those who lack technical knowledge, AI’s ability to perform tasks that were once thought to be uniquely human, like creating art or writing emotional responses, feels almost mystical. This perception of AI as something “magical” increases its appeal and encourages adoption.
For many, AI is still shrouded in mystery. When a chatbot writes a heartfelt message or an AI generates a piece of music, it can feel like the technology is crossing into human-like territory. While we know that AI doesn’t feel emotions or possess human traits, those with limited knowledge often view AI as something awe-inspiring, if not downright magical. This sense of wonder can make AI seem more approachable and less intimidating.
In contrast, individuals with a deeper understanding of AI tend to view it through a more technical lens. They are familiar with algorithms, training data, and computational models, making AI appear less mystical and more like a practical tool. For these individuals, the magic dissipates, and AI becomes more about function than wonder.
The lower literacy-higher receptivity link is particularly strong in areas where AI takes on tasks traditionally associated with human qualities, such as providing emotional support or counselling. People with less AI literacy are more likely to embrace these uses, viewing them as emotionally fulfilling or transformative.
However, for tasks that don’t evoke the same sense of human-like qualities, like analyzing test results or processing data, the pattern reverses. Those with higher AI literacy are more receptive because they understand the efficiency and power of AI in these analytical contexts.
Interestingly, the lower literacy-higher receptivity trend persists despite the fact that individuals with limited AI knowledge tend to perceive the technology as less capable, more unethical, and even somewhat scary. Even with these concerns, their curiosity and wonder about what AI can do seem to outweigh their scepticism.
This finding challenges previous studies that suggest consumers either favour or avoid emerging technologies based on their understanding or fear of them. Some research points to “algorithm appreciation,” where users embrace new tech, while other studies show “algorithm aversion,” where people resist technology due to fear or uncertainty. The key difference in this new study lies in how people perceive AI’s “magical“ qualities, which influence their willingness to engage with it.
For policymakers, educators, and businesses, this research highlights a delicate challenge. Efforts to increase AI literacy could inadvertently reduce people’s enthusiasm for using AI by stripping away the sense of magic that makes the technology so appealing. It’s a fine balance between helping people understand how AI works and maintaining the sense of wonder that drives adoption.
The ideal scenario is one where people are educated enough to understand AI’s benefits and risks, without losing the fascination that encourages them to explore and use the technology. As AI continues to evolve, businesses and policymakers must consider how to strike this balance, ensuring that AI’s adoption continues to grow while fostering a deeper understanding of its capabilities.
In summary, the “lower literacy-higher receptivity“ link reveals an intriguing facet of human behaviour when adopting new technologies. By understanding how perceptions of AI’s “magicalness“ influence its adoption, we can better design AI products and services that resonate with people at all levels of understanding. Whether you’re new to AI or a seasoned expert, one thing is clear: as long as we keep that sense of wonder alive, AI has the potential to inspire and transform the way we live and work.
This fresh perspective on AI adoption shows that, for many, it’s not about fully understanding how the technology works—it’s about what it can do and how it makes them feel. As we continue to integrate AI into our lives, the challenge will be ensuring that it remains both understandable and awe-inspiring.
Disclaimer: This information is for general knowledge and informational purposes only and does not constitute financial, investment, or other professional advice.