Viewing AI as magical sparks adoption among less tech-savvy consumers

Contrary to popular belief, tech-savvy consumers aren’t leading the charge when it comes to artificial intelligence (AI) adoption. A Journal of Marketing study reveals that consumers with lower AI literacy are more receptive to adopting AI-powered tools because they view the technology as “magical” and awe-inspiring.

Authored by Stephanie Tully (University of Southern California), Chiara Longoni (Bocconi University), and Gil Appel (George Washington University), the study examines how consumer perceptions of AI influence adoption. The findings demonstrate that when consumers view AI as capable of performing tasks that seem beyond human ability—such as creating lifelike art or providing empathetic care—they feel a sense of wonder and are more willing to integrate AI into their lives.

“We find that lower AI literacy doesn’t necessarily mean skepticism,” says Tully. “Instead, these consumers are often more open to embracing AI because they see it as a magical and transformative technology.” The study also uncovers a stark contrast in behavior between consumers with lower and higher levels of AI literacy. “Those who are more familiar with AI tend to view it through a more critical lens,” explains Longoni. “They focus on its technical limitations and ethical challenges, which can lead to slower adoption.”

Key Findings

1. Magical Thinking Drives Adoption
   Consumers with lower AI literacy are drawn to AI’s seemingly magical abilities. This sense of wonder leads to greater openness and enthusiasm for adopting AI technologies.
2. Tech-Savvy Consumers Are More Critical
   In contrast, consumers with higher AI literacy are less likely to view AI as magical. They focus more on the practical and ethical concerns of the technology, which can dampen adoption rates.
3. Awe-Inspiring Applications Matter
   AI tools designed for creative or human-like tasks—such as generating art or offering caregiving—resonate deeply with less tech-savvy users, enhancing adoption.

Practical Implications for Marketers

The findings present a roadmap for marketers and businesses seeking to promote AI adoption. Brands can highlight the awe-inspiring capabilities of AI to appeal to consumers with lower AI literacy. For example, showcasing how AI can create lifelike images, analyze complex data, or assist in caregiving can evoke the sense of wonder that drives engagement.

However, marketers must balance these strategies with ethical considerations. Misrepresenting AI’s capabilities or failing to address its limitations could erode consumer trust over time.

“Marketers have an opportunity to inspire and engage consumers through the wonder of AI,” says Appel. “But they also have a responsibility to provide clear and transparent messaging about what AI can and cannot do.”

Balancing Education and Adoption

The study also raises questions about the role of education in AI adoption. While increasing AI literacy is critical for fostering responsible use, it may inadvertently reduce the sense of wonder that drives initial engagement. Policymakers and educators need to find a balance between promoting informed use and preserving the excitement that motivates consumers to explore new technologies.

“Education doesn’t have to come at the expense of wonder,” says Longoni. “With the right approach, we can help consumers better understand AI while still appreciating its transformative potential.”

Full article and author contact information available at: https://doi.org/10.1177/00222429251314491

About the Journal of Marketing 

The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm

About the American Marketing Association (AMA)

As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good. 

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