Consumer segments based on attitudes towards artificial intelligence
DOI:
https://doi.org/10.15170/MM.2026.60.02.02Keywords:
artificial intelligence, attitude, segments, demographic characteristicsAbstract
The aims of the paper
Artificial Intelligence is fundamentally transforming various aspects of our everyday lives, its wide-ranging socio-economic impacts directly influence individual attitudes towards the technology and thereby shape the collective stance of society as well. Investigating attitudes is primarily justified by the need to facilitate technology acceptance, which is a cornerstone of the successful implementation of AI-based innovations. The present research seeks to explore the residential attitudes towards AI, aiming to identify and characterise distinct attitude-based clusters based on demographic characteristics, personality traits and areas of interest.
Methodology
The data collection was carried out in the form of an online questionnaire by integrating two validated scales. To explore attitudes and identify attitude segments, we applied the General Attitudes Towards Artificial Intelligence Scale (GAAIS), while dominant personality traits were measured using the Ten-Item Personality Inventory (TIPI). The target group of the research consisted of residents of Borsod-Abaúj-Zemplén County aged between 18 and 65. The total sample comprised 520 individuals, representing the population by gender and age.
Most important results
During the analysis, three clusters were identified: AI-sceptics, AI-neutrals, and AI-supporters. From a demographic perspective, age, standard of living, and the number of children proved to be significant cluster characteristics. In terms of personality traits, the dimensions of extraversion and openness stood out, while in the field of interests, technological orientation was identified as the main characteristic.
Recommendations
The results support, among other things, the targeted development of AI-driven social innovations and the minimization of risks arising from potential rejection or resistance. We propose the design of unique engagement initiatives that simultaneously address the concerns of AI-sceptics and leverage the enthusiasm of AI-supporters in order to promote the broader acceptance of AI technologies.
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