Imagine that you ask Chatgpt or Gemini a poem, a recipe or a summary and the answer appears polished on your screen in seconds. Now ask yourself what happens behind: models trained with millions of data, real -time inference processes. Those who understand this mechanism usually look at AI with more skepticism; Those who do not understand it so well tend to see it with greater fascination. A recent study suggests that this difference in understanding helps explain who adopts it with more enthusiasm.
The usual thing with the new technologies is that the first to adopt them are the ones who understand them best. With artificial intelligence the opposite occurs. An investigation published in Journal of Marketing by Stephanie Tully, Chiara Longoni and Gil Appel shows that people with less literacy in AI are usually the most enthusiastic when using it. The finding is repeated in different contexts and countries: the less it is understood how it works, the more fascination generates and the greater the willingness to incorporate it into the day to day.
When understanding less means getting more excited
As WSJ points out, to reach these conclusions, the authors deployed a battery of studies in several phases, with surveys and experiments carried out in 27 countries. In addition to evaluating concrete tasks, they measured literacy in AI with their own instruments, such as a 25 -question questionnaire, and with a 17 -question test prepared with two AI systems. In one of the experiments, 234 university students indicated whether they would use a free tool for academic work that went from analyzing the beginning of World War I until writing a romantic poem. The pattern was consistent: the lower the technical knowledge, the greater the willingness to use it.
According to the authors, the link between low literacy and enthusiasm is not explained because I believe that AI is more capable or less dangerous, but by how its operation is interpreted. For those who do not know the technical details, seeing a system generating creative content can be surprising and even mysterious. That feeling of magic awakens curiosity and trust, which makes these tools more attractive. Researchers add that this relationship is not linked to valuations on the ability of AI, ethical judgments or the fear of its impact, but precisely to that aura of “magic.”
The work also emphasizes that this pattern does not mean that the fascination with AI is universal or disappears when understanding its functioning. Those who have more training They tend to see algorithms where others see magicwhich does not imply disinterest, but a more critical approach. In addition, the results reflect general trends and enthusiasm can vary according to the context, the type of task and the user’s previous experience. The study does not intend to simplify the debate, but to provide data on how we perceive these technologies.
Researchers point out that these conclusions may have direct applications for companies that develop AI -based products. Identifying users with less technical knowledge as a more receptive audience can help design more accessible marketing and use experiences. At the same time, they warn that feeding the mystery of these technologies can be counterproductive: the more opaque a tool is, the more difficult it is to build long -term confidence. The challenge is to balance curiosity with transparency on how systems work.
The study suggests that amazement is an effective entrance door to artificial intelligence, but does not replace knowledge. Learn how these technologies work Help recognize its risksvalue its benefits and make more informed decisions about its use. For users, familiar with technical foundations is a way of continuing to explore without being carried just by novelty. The fascination can continue there, but accompanied by criteria, which in the long term allows a healthier and more productive relationship with AI.
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