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The Consumer Psychology of Adopting AI

Despite all the ways that artificial intelligence promises to improve our lives, many consumers feel anxious and are averse to AI-powered products and services. For marketers and product managers, it’s vital to understand what is driving that resistance to adoption. Julian De Freitas is an assistant professor in the marketing unit at Harvard Business School. He has identified five main ways people see artificial intelligence negatively: that AI is opaque, emotionless, inflexible, autonomous, and not human enough. Through real-life cases and the latest research, he explains how companies can soothe anxieties and encourage consumer adoption. De Freitas the author of the HBR article "Why People Resist Embracing AI."

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[HBR IdeaCast podcast series]

HBR IdeaCast
Episode 1014

The Consumer Psychology of Adopting AI

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A conversation with HBS professor Julian De Freitas about overcoming five mental obstacles.

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February 18, 2025

Despite all the ways that artificial intelligence promises to improve our lives, many consumers feel anxious and are averse to AI-powered products and services. For marketers and product managers, it’s vital to understand what is driving that resistance to adoption. Julian De Freitas is an assistant professor in the marketing unit at Harvard Business School. He has identified five main ways people see artificial intelligence negatively: that AI is opaque, emotionless, inflexible, autonomous, and not human enough. Through real-life cases and the latest research, he explains how companies can soothe anxieties and encourage consumer adoption. De Freitas the author of the HBR article “Why People Resist Embracing AI.”

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This article is about CONSUMER BEHAVIOR

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