The Consumer Psychology of Adopting AI

The Consumer Psychology of Adopting AI

Author: Harvard Business Review February 18, 2025 Duration: 27:23
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."

Each week, the HBR IdeaCast from Harvard Business Review sits down with experts whose ideas are shaping the world of work. This isn't about abstract theory; it's a conversation focused on practical insights for leaders, managers, and entrepreneurs navigating real challenges. You'll hear from scholars, CEOs, and innovators dissecting topics across management, marketing, and organizational strategy, translating complex research into actionable advice. The discussions get into the nuances of building effective teams, driving growth, making strategic decisions, and understanding the forces transforming industries. By tuning into this podcast, you gain access to the forefront of business thinking, a resource for anyone looking to sharpen their skills and lead more effectively. The consistent, in-depth dialogue provides a valuable perspective that goes beyond headlines, offering a deeper understanding of how to succeed in a competitive landscape. It's a direct line to the ideas that matter, presented through thoughtful conversation designed to provoke reflection and inspire change in your own professional approach.
Author: Language: English Episodes: 100

HBR IdeaCast
Podcast Episodes
What Leaders Can Learn from a Formula 1 Turnaround [not-audio_url] [/not-audio_url]

Duration: 26:00
What does it take to rebuild a legendary brand, lead through failure, and win on the world’s most competitive stage? Zac Brown, CEO of McLaren Racing, which competes in Formula 1 racing, explains how he helped guide the…
Why Great Leaders Focus on the Details [not-audio_url] [/not-audio_url]

Duration: 29:20
Senior executives are often told to focus on big-picture strategy while delegating the specifics of execution. But, according to Scott Cook, cofounder and former CEO of Intuit, smart leaders also spend time on the detail…
Future of Business: Mars CEO on How Business Can Be a Force for Good [not-audio_url] [/not-audio_url]

Duration: 29:28
What does it look like for a business in 2025 to build a strategy around sustainability? In this Future of Business series, IdeaCast hosts Alison Beard and Adi Ignatius sat down with four leading CEOs to understand where…
Moving Beyond the Slow, Hierarchical Organization [not-audio_url] [/not-audio_url]

Duration: 33:35
Most companies say they want to be more innovative, agile, and customer-centric. But in reality, many still operate like 20th-century factories: hierarchical, risk-averse, and slow. Jana Werner, executive in residence of…
Could Your Company Benefit from Fastvertising? [not-audio_url] [/not-audio_url]

Duration: 27:30
It's harder than ever for companies to get their marketing messages in front of the right customers. One increasingly popular -- but also risky -- tactic is fastvertising, the rapid development of ads that tap into a cul…
Purpose-Driven Leadership in an Era of Polarization [not-audio_url] [/not-audio_url]

Duration: 31:15
Even in difficult times, leadership must be about empathy, authenticity, fairness and service. That's according to Darren Walker, the outgoing CEO of the Ford Foundation, a nonprofit with an endowment of billions of doll…
Why Business Leaders Need Political Diplomacy Skills Now [not-audio_url] [/not-audio_url]

Duration: 27:29
Geopolitics are no longer a tailwind for businesses today, opening markets and boosting global trade. Instead, argues ESSEC Business School associate professor Srividya Jandhyala, rising national security concerns and pr…