AI as a friend or assistant: The mediating role of perceived usefulness in social AI vs. functional AI |
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| Affiliation: | 1. University of Central Florida, USA;2. The Ohio State University, USA;1. Universidad Carlos III de Madrid, Department of Telematic Engineering, Avenida de la Universidad 30, 28911 Leganés, Madrid, Spain;2. UC3M-Santander Big Data Institute, Calle Madrid 135, 28903 Getafe, Madrid, Spain;3. IMDEA Networks Institute, Avenida del Mar Mediterráneo 22, 28918 Leganés, Madrid, Spain;1. Media Effects Research Laboratory, College of Communications, Pennsylvania State University, 122 Carnegie Building, University Park, PA 16802-5101, USA;2. Department of Communications and New Media, National University of Singapore, 11 Computing Drive, 117416, Singapore;3. College of Journalism and Communications, University of Florida, 3067 Weimer Hall, Gainesville, FL 32611-8400, USA;4. Department of Media and Communication, City University of Hong Kong, M5084 Run Run Shaw Creative Media Centre, Kowloon, Hong Kong;1. Ph.D. Student in Business Administration, Faculty of Economics, Complutense University of Madrid, Campus de Somosaguas. 28223, Pozuelo de Alarcón, Madrid, Spain;2. Department of Management and Marketing, Faculty of Economics, Complutense University of Madrid, Campus de Somosaguas, 28223, Pozuelo de Alarcón, Madrid, Spain |
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| Abstract: | Advents of new technology have transformed how we currently view and use artificial intelligence (AI). Originally, AI was first developed to assist humans to complete tasks, but AI now takes on more social roles, such as functioning as a companion. However, little is known about how individuals view these different types of AI. Thus, the present study conducted an online experiment to explore people’s perceptions about social AI vs. functional AI. Primary results suggest that individuals have more positive attitudes toward functional AI than social AI. Perceived usefulness of AI is found to have a mediation effect, suggesting functional AI, compared to social AI, leads to stronger perceived usefulness, which consequently fosters more positive attitudes and stronger perceived realism of AI. The results collectively suggest meaningful implications for human-AI communication and human–machine communication research. |
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| Keywords: | Artificial intelligence (AI) Human-machine communication Perceived usefulness Social AI Functional AI |
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