Is artificial intelligence more persuasive than humans? A meta-analysis
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
Original language | English |
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Article number | jqad024 |
Pages (from-to) | 552–562 |
Journal / Publication | Journal of Communication |
Volume | 73 |
Issue number | 6 |
Online published | 9 Aug 2023 |
Publication status | Published - Dec 2023 |
Link(s)
Abstract
The rapid deployment of artificial intelligence (AI) technology has enabled AI agents to take on various roles as communicators, such as virtual
assistants, robot journalists, and AI doctors. This study meta-analyzed 121 randomized experimental studies (N ¼ 53,977) that compared the
effects of AI and human agency on persuasion outcomes, including perceptions, attitudes, intentions, and behaviors. The results showed that AI
agents were as persuasive as humans in terms of overall persuasion outcomes. With regard to different types of outcomes, AI was less effective
than humans at shaping behavioral intentions, but did not differ significantly from humans in eliciting perceptions, attitudes, or actual behaviors.
Additionally, heterogeneous patterns were observed for different roles of AI communicators, directions of communication, experimental
settings, and demographic segments. The implications of these findings for human–machine communication and persuasion in the era of AI are
discussed.
© The Author(s) 2023. Published by Oxford University Press on behalf of International Communication Association.
© The Author(s) 2023. Published by Oxford University Press on behalf of International Communication Association.
Research Area(s)
- human–machine communication, AI-based persuasion, AI system design, AI agent, communication technology
Citation Format(s)
Is artificial intelligence more persuasive than humans? A meta-analysis. / Huang, Guanxiong; Wang, Sai.
In: Journal of Communication, Vol. 73, No. 6, jqad024, 12.2023, p. 552–562.
In: Journal of Communication, Vol. 73, No. 6, jqad024, 12.2023, p. 552–562.
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review