"While consulting for a national DIY automotive store chain, we discovered a common pattern. Auto enthusiasts (gearheads) who could evaluate spare part technologies and verify quality on their own did not care which store they patronized, as long as the products they needed were always available. On the other hand, relative amateurs and novices who lacked sufficient technical knowledge developed loyalty to retail stores where they felt they received trustworthy guidance to help select the right products for their needs."
"There are countless processes that companies cannot, or do not, make transparent to consumers (or even their technical users). Consider how little young parents might know about production processes of the baby food that they rely on, how little travelers understand about the guardrails that keep airplanes safe, how opaque the chemical composition (or mechanism of action) of anti-depressant medications is to patients, how little a driver might know about the complex electronics under the hood of a new hybrid car, or"
Trust serves as the primary mechanism people use when they face information asymmetry and feel vulnerable, replacing the need for technical explainability in many contexts. Technical experts can verify and care less about brand, while novices form loyalty to organizations that provide trustworthy guidance. Countless everyday transactions occur without transparent underlying processes because consumers rely on institutional trust. Framing explainability as the fundamental basis of trust misrepresents typical user behavior and risks misdirecting AI development. AI firms should focus on building and demonstrating organizational and brand reliability and guidance rather than prioritizing explainability alone.
Read at Psychology Today
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