... Existing research on AI technology adoption can help support this prediction. Dr. George Dagliyan uncovered through his research during the Executive Doctorate of Business Administration program at Pepperdine’s Graziadio Business School, that there are both facilitators and inhibitors of AI adoption:
Facilitators of AI adoption:
- Convenience,
- Customization
- Efficiency
Inhibitors of AI adoption:
- Uncertainty
- Privacy risk
- Loss of control risk
For consumers, AI applications that disproportionally facilitate convenience, customization, and efficiency will become prevalent and second nature, such as recommender systems. Social media and streaming platforms use AI algorithms to analyze clicks and viewing habits and preferences to suggest relevant content, making search convenient and personalized, and saving consumers lots of effort and time browsing through countless options. There is a loss of privacy because the algorithms mine consumer demographics and past choices, but as the massive adoption so far shows, facilitators more than compensate for this loss. ...
For consumers, Dagliyan’s study also uncovered that trust in a brand can enhance facilitators and dim inhibitors. ...
See the full story here: https://www.forbes.com/sites/nelsongranados/2023/11/06/predicting-the-pivotal-role-of-ai-in-media-and-entertainment/?sh=4918393210ca