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EMAC 2023 Annual

Overcoming Resistance to Medical Artificial Intelligence

Published: May 24, 2023


Rafael Wagner, NOVA Information Management School; Diego Costa Pinto, NOVA Information Management School; Gurpreet Dhillon, University of North Texas; Natália Pacheco, IPAM Lisboa; Marcia Herter, Advance/CSG, ISEG, Universidade de Lisboa


Recent research suggests that people tend to distrust medical recommendations provided by Artificial Intelligence (AI) compared to human providers. Drawing upon the embodied cognition theory, we add to the literature by revealing that embedding AI into wearable devices can help to overcome such aversion towards medical AI. In a series of studies, we show that perceived ability towards the provider underlies patients' intentions to follow medical AI recommendations. Furthermore, we indicate key moderators that can help overcome medical AI aversion. Implications for theory and practice are discussed contributing to the growing role of AI in medical services and the embodied cognition with the use of artificial agents.