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Consumers are willing to pay a price for explainable, but not for green AI. Evidence from a choice-based conjoint analysis:

Consumers are willing to pay a price for explainable, but not for green AI. Evidence from a... A major challenge with the increasing use of Artificial Intelligence (AI) applications is to manage the long-term societal impacts of this technology. Two central concerns that have emerged in this respect are that the optimized goals behind the data processing of AI applications usually remain opaque and the energy footprint of their data processing is growing quickly. This study thus explores how much people value the transparency and environmental sustainability of AI using the example of personal AI assistants. The results from a choice-based conjoint analysis with a sample of more than 1.000 respondents from Germany indicate that people hardly care about the energy efficiency of AI; and while they do value transparency through explainable AI, this added value of an application is offset by minor costs. The findings shed light on what kinds of AI people are likely to demand and have important implications for policy and regulation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Big Data & Society SAGE

Consumers are willing to pay a price for explainable, but not for green AI. Evidence from a choice-based conjoint analysis:

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Consumers are willing to pay a price for explainable, but not for green AI. Evidence from a choice-based conjoint analysis:

König, Pascal D; Wurster, Stefan; Siewert, Markus B
Big Data & Society , Volume 9 (1): 1 – Jan 4, 2022

Abstract

A major challenge with the increasing use of Artificial Intelligence (AI) applications is to manage the long-term societal impacts of this technology. Two central concerns that have emerged in this respect are that the optimized goals behind the data processing of AI applications usually remain opaque and the energy footprint of their data processing is growing quickly. This study thus explores how much people value the transparency and environmental sustainability of AI using the example of personal AI assistants. The results from a choice-based conjoint analysis with a sample of more than 1.000 respondents from Germany indicate that people hardly care about the energy efficiency of AI; and while they do value transparency through explainable AI, this added value of an application is offset by minor costs. The findings shed light on what kinds of AI people are likely to demand and have important implications for policy and regulation.

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Publisher
SAGE
Copyright
Copyright © 2022 by SAGE Publications Ltd, unless otherwise noted. Manuscript content on this site is licensed under Creative Commons Licenses.
ISSN
2053-9517
eISSN
2053-9517
DOI
10.1177/20539517211069632
Publisher site
See Article on Publisher Site

Abstract

A major challenge with the increasing use of Artificial Intelligence (AI) applications is to manage the long-term societal impacts of this technology. Two central concerns that have emerged in this respect are that the optimized goals behind the data processing of AI applications usually remain opaque and the energy footprint of their data processing is growing quickly. This study thus explores how much people value the transparency and environmental sustainability of AI using the example of personal AI assistants. The results from a choice-based conjoint analysis with a sample of more than 1.000 respondents from Germany indicate that people hardly care about the energy efficiency of AI; and while they do value transparency through explainable AI, this added value of an application is offset by minor costs. The findings shed light on what kinds of AI people are likely to demand and have important implications for policy and regulation.

Journal

Big Data & Society – SAGE

Published: Jan 4, 2022

Keywords: Artificial intelligence; transparency; explainable AI; sustainability; consumer demand; choice-based conjoint analysis

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