New research from the Rotterdam School of Management Erasmus University reveals that people often underestimate the influence of Generative AI (Gen AI) on their work.
Conducted by associate professors Dr Mirjam Tuk and Dr Anne Kathrin Klesse, along with PhD candidate Begum Celiktutan, the study highlights a significant gap between what individuals consider acceptable AI use and the actual impact of these technologies.
The research underscores the difficulty in defining ethical boundaries for GenAI usage. “Interestingly, it seems acceptable to use GenAI for ourselves but less so for others. This is because people tend to overestimate their own contribution to the creation of things like application letters or student assignments when they co-create them with GenAI,” says Dr Tuk. “They believe that they used the technology only for inspiration rather than for outsourcing the work.”
Experimental Studies and Key Findings
The researchers conducted experimental studies with over 5,000 participants. Half were asked to complete or recall tasks such as job applications and student assignments, using ChatGPT if desired. The other half evaluated the AI-assisted work of others.
Participants were then asked to estimate the extent of ChatGPT’s contribution. On average, individuals believed they led 54% of their work, attributing 46% to ChatGPT. However, when evaluating others’ work, they estimated a higher AI contribution of 62%, compared to 38% human input.
This discrepancy indicates a bias in self-assessment versus the evaluation of others’ work. Dr Tuk and her team used a ChatGPT detector to assess the accuracy of these estimations, revealing a concerning level of bias and blindness toward the real impact of GenAI on work output.
Ethical Implications and Recommendations
“Whilst people perceive themselves as using GenAI to get inspiration, they tend to believe that others use it as a means to outsource a task,” explains Dr Tuk. “This prompts people to think that it is totally appropriate for themselves to use GenAI, but not for others to do the same.”
To address this bias, the researchers stress the importance of awareness and guidelines for GenAI use. Recognising the influence of AI on one’s own work and that of others is crucial for establishing fair and ethical practices.
Full Study and Further Reading
The complete study, titled “Acceptability Lies in the Eye of the Beholder: Self-Other Biases in GenAI Collaborations,” is published in the International Journal of Research in Marketing. This research provides valuable insights for B2B marketers and professionals navigating the evolving landscape of AI-assisted work.
For more detailed findings and implications, readers are encouraged to access the full study in the journal. This research highlights the need for ongoing dialogue and policy development to ensure ethical AI integration in professional settings.
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