Recent research published in the Journal of Marketing reveals an unexpected trend in AI adoption: individuals with lower AI literacy are more receptive to integrating AI into their daily lives. This "lower literacy-higher receptivity" link is consistent across diverse demographics and geographic locations. For example, a study of 27 countries showed lower average AI literacy coincides with higher willingness to use AI tools. While experts understand the mechanics and limitations of AI, novices may perceive it as magical, contributing to their openness toward its applications.
Surprisingly, our new research finds the opposite - people with less knowledge about AI are actually more open to using the technology.
This lower literacy-higher receptivity link shows up across different groups, settings, and even countries, indicating a broader pattern.
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