Trust and cooperation with virtual assistants
Jakub Kraciuk, Elżbieta Małgorzata Kacperska, Katarzyna Łukasiewicz · 2024
The use of artificial intelligence has become a reality in our everyday lives. Today, many entities use various forms of artificial intelligence to communicate with their customers. Among the most common, there are such as Siri, Alexa, Google Assistant, etc. Such solutions are becoming increasingly popular in e-business. Applications that are becoming increasingly more advanced and tend to rely on artificial intelligence raise uncertainty and are seen as potentially posing a risk. Key trust challenges are connected with gaining awareness and acceptance of AI by users. Three aspects may be distinguished: (1) the lack of knowledge concerning AI and its use by virtual assistants hinders building of trust, (2) the lack of trust in the ability of AI used in virtual assistant technology to connect complex problems, and (3) the lack of trust in the ethical management and handling of users’ personal data by virtual assistants. The aim of this study was to determine trust in virtual assistants among their users and to identify main challenges affecting the building of trust and cooperation related to artificial intelligence. In the study, the structural equation modeling model was used to analyze the impact of individuals on trust in virtual assistants.