The context of AI transformation: perceptions of AI ethicality and their impact on trust and use intentions

Abstract

Introduction As the implementation of AI accelerates within organizations, concerns emerge about the ethicality of AI-driven systems and tools and the ways people use them. Although previous literature proposes numerous theories regarding how to develop and use AI ethically, questions remain about how users perceive the ethicality of AI and the effects this has on their engagement with AI tools. The study aims to explore whether and how certain perceptions of AI tool attributes, including beliefs about the explainability of the AI tool (xAI) and moral intensity dimensions (i.e., magnitude of consequences and proximity), influence perceptions of AI ethicality. Additionally, the study examines the effects of AI ethicality perceptions on the likelihood to recommend AI tools and functionality trust in AI. Methods Researchers employ a randomized, controlled study design to investigate the relationships between the antecedents, perceptions of AI ethicality, and outcomes of functionality trust and behavioral intention. Results Analyses revealed that AI ethicality perceptions significantly mediated the relationship between xAI and the likelihood to recommend the AI tool, whereas functionality trust in the AI tool significantly mediated the relationship between proximity and the likelihood to recommend the AI tool. Discussion The results indicate the strength of users’ beliefs about xAI on their perceptions of AI ethicality and how users perceive AI as less capable of making decisions for human decision recipients. The perceptual nature of the study provides a theoretical contribution to the growing body of AI-related research relevant to organizations. The findings also offer a perspective to organizations implementing AI tools, signaling the need for management to consider context and ethical perceptions when implementing AI tools in the workplace.