Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages

In a world of connected devices and technology, consumers are opening their homes to artificial intelligence (AI) devices, such as Google Home, Amazon Echo and HomePod. These devices are changing the way consumers interact with brands/products, companies, information, and each other. A source of entertainment, information, home control, and personal reminders, in-home AI devices offer convenience and personalized content on-demand through voice-control. With more machines exhibiting human intelligence (Siau and Yang 2017) and the integration of AI in these devices, the topic has remained under-researched. Thus, this exploratory research seeks to better understand how owners and non-owners feel about in-home AI devices and what barriers, like trust, may be preventing some from adopting this product. Study 1 was a qualitative pretest with a mixed sample of 114 students and MTurk panelists (male = 41; mean age = 33) was conducted. The pretest goal was to determine barriers to adoption among non-owners (N = 58) and to ascertain owners’ (N = 56) interaction with their devices. More specifically, owners were asked to elaborate on the uses with their devices, while non-owners were asked why they do not own a device and what would motivate a purchase. After data collection concluded, participants’ comments were reviewed for references to trust by owners and non-owners. Trust was a commonly cited concern among non-owners. While several participants mentioned concerns with high prices or lack of perceived benefits/value, many participants were worried about unauthorized listening or tapping of personal data. Also, non-owners indicated that they would more likely adopt a device with greater assurances of privacy and information protection, indicating that trust inhibits adoption. Meanwhile, device owners cited a variety of uses and engagements with their in-home AI devices, and a few cited trust-related concerns. A comment theme for owners was the humanlike aspect of their device, indicating conversational uses and considering their devices to be household members. Consumers may develop an affinity for their devices through their anthropomorphic characteristics. Anthropomorphism may be a way of increasing trust toward in-home AI devices. To explore this concept, Study 2 tested the influence of anthropomorphism on consumer trust toward AI devices.