Disclosing AI Use Can Backfire, Research Shows
Research from the University of Arizona Eller College of Management has found that being transparent about using artificial intelligence (AI) can lead to a decrease in trust. Across 13 experiments involving over 5,000 participants, the results were consistent: when individuals disclosed using AI, they were trusted less.
The study, conducted by Martin Reimann, associate professor of marketing, and Oliver Schilke, professor of management and organizations, examined various scenarios where AI was used, such as grading, writing cover letters, and graphic design. In each case, disclosure of AI use resulted in a significant drop in trust. For instance:
- Trust from students dropped 16% when they learned a professor used AI for grading.
- Investors trusted firms 18% less when ads disclosed AI use.
- Clients placed 20% less trust in graphic designers after AI disclosure.
The researchers found that even when participants were familiar with AI and used it frequently, the erosion of trust persisted. They also experimented with different disclosure methods, such as framing AI use as minor (e.g., only for proofreading) or stating that a human reviewed the AI’s output. However, trust levels still declined.
The study highlights a significant implication for workplaces: as AI becomes more prevalent, companies must navigate how to manage its use and disclosure, particularly in trust-sensitive fields like education, healthcare, and finance. The researchers suggest that organizations should consider whether to make disclosure policies mandatory or voluntary and prepare employees for the potential trust implications.
Reimann and Schilke note that while the negative impact of disclosing AI use may fade as the technology becomes more widespread and understood, new trust issues may arise, such as disparities between those who can afford advanced AI tools and those who cannot.
“I personally find this technology amazing,” Reimann said. “But it’s not just about what AI can do, it’s about how it impacts human relationships.”
