Artificial Intelligence (AI) advice is as influential
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Artificial Intelligence (AI) advice is as influential as human’s, but positive crowd views still overpower.
In a study, researchers found that machines that make recommendations—or AI experts—were as influential as human experts when the AI experts recommended which photo users should add to their online business profiles. However, both AI and human experts failed to budge them if their feedback was negative and went against popular views among other users, said S. Shyam Sundar, a professor of Media Effects.
Because people are increasingly using social media to look for feedback, studies suggest that expert opinions and the bandwagon（从众效应）effect may be important factors in influencing decisions, according to Jinping Wang, a doctoral candidate in mass communication and first author of the study. “Nowadays, we often turn to online platforms for opinions from other people—like our peers and experts—before making a decision,” said Wang. AI experts are often less expensive than human experts and they can also work 24 hours a day, which, Wang suggests, might make them appealing to online business.
