Do Consumers Accept AIs as Moral Compliance Agents?

TL;DR

This research shows that consumers are more accepting of AI as moral compliance agents than humans, due to perceptions of AI's lack of ulterior motives and its role in upholding pre-existing moral norms.

Contribution

The study demonstrates that consumers prefer AI over humans in moral compliance roles, highlighting the importance of AI's role in upholding rules rather than exercising subjective judgment.

Findings

Consumers evaluate AI more positively than humans in moral compliance roles.

Perceptions of AI's lack of ulterior motives drive acceptance.

AI excels in upholding pre-existing moral norms.

Abstract

Consumers are generally resistant to Artificial Intelligence (AI) involvement in moral decision-making, perceiving moral agency as requiring uniquely human traits. This research investigates whether consumers might instead accept AIs in the role of moral compliance, where AI upholds pre-existing moral norms without exercising subjective discretion. Across five studies this research shows that consumers evaluate AI more positively than human agents in moral compliance roles. The findings reveal that this preference arises from inferences of AI's lack of ulterior motives, which are often attributed to human agents. While previous studies have focused on AI as a decision-maker, this work demonstrates the critical role of upholding pre-existing rules, a role in which AI is perceived to excel. These findings contribute to understanding consumer acceptance of moral AI and provide actionable insights for organizations seeking to leverage AI in ethical oversight. By positioning AI as a moral compliance agent, companies can address consumer skepticism, enhance trust, and improve perceptions of corporate ethicality.