Consumers Distrust “Human-Like” Technologies, Study Finds

Research conducted by NEOMA Business School, UNIMORE, and LUISS reveals that users’ trust in technology diminishes as it becomes more “human-like.”

The study, led by Ilaria Querci, Assistant Professor of Marketing at NEOMA, identifies four social roles projected onto “connected objects” – devices capable of sharing information – that contribute to this distrust.

The Four Social Roles of Connected Objects

1. The Kidnapper: Consumers feel that connected objects restrict their freedom and autonomy, leading to a sense of isolation.
2. The Dominator: There is a fear that technology may replace human roles, creating a feeling of oppression due to constant exposure and reliance on these devices in daily life.
3. The Harasser: Concerns arise from the ability of devices to store and share information, leading to fears of being spied on in both private and professional settings.
4. The Seducer: The practical and enjoyable nature of technology can lead to addiction, with overuse potentially harming physical health and social life.

These perceptions fuel a broad distrust, as more “human-like” technology is viewed as increasingly invasive. Querci explains, “Some consumers feel these objects as an intrusion into their privacy.”

Building Trust in Technology

Prior estimates suggested there would be 50 billion connected devices globally by 2020. However, the study found only 14 billion in circulation by 2022. The researchers suggest that consumer resistance is slowing the widespread adoption of new technologies.

Paolo Peverini, Associate Professor at LUISS and co-author of the research, emphasises the need for creating products that inspire trust and security. “It is essential to create products that inspire trust and security. Consumers need to feel that they retain control over technology,” says Peverini.

The findings of this research were published in The International Journal of Technological Innovation, Entrepreneurship and Technology Management.

As the technology landscape continues to evolve, addressing consumer trust issues will be critical. Understanding the social roles projected onto connected objects can help developers and marketers design more secure and trustworthy devices. Ensuring that consumers feel in control of technology is vital for fostering acceptance and promoting the widespread adoption of innovative solutions in both private and professional spheres.