The effect of knowledge about artificial intelligence (Ai) on openness towards ai-enabled products and services: examining whether customer beliefs about the efficiency, convenience, privacy protection and data security of ai-enabled products and services mediate this effect

Artificial Intelligence(“AI”)is a rapidly evolving technology and iscurrently the most promisingmarket opportunity in the worldeconomy. The study examines the relationship of customers knowledge aboutAI with theiropenness to interact with AI-enabled products/services. The author analyzes whether customer beliefs about efficiency, convenience, privacy protection and data security act as a mediator of this relationship. Analyzing primary data (n=331)throughregression models, the study suggests that thesignificantrelationship between knowledge and opennessispartially mediated by customer beliefs, and they additionallyhave a significant direct relationship with openness. Implications for governments and businesses are derived