• About Us
  • Get Insights to Your Inbox
Saturday, May 10, 2025
Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors
Search in posts
Search in Author
Search Events
Filter by Categories
Action Learning
Artificial Intelligence in Business
Book Club
Books
BU Today
Business Challenges
Business Education
Business Functions
Business Policy & Markets
Corporate Strategy
Digital Business
Digital Business Institute
Diversity, Equity & Inclusion
Entrepreneurship & Innovation
Events
Expert Take
Feature
Finance & Accounting
Future of Business Education
Future of Work
Global Media
Harvard Business Review
Health, Biopharma, & Health-Tech
Human Resources Policy Institute
Innovation
Insights Live
Institute for Sustainable Energy
Journals
Language of Business
Leadership & Management
Local Media
Marketing
Media Mention
Multimedia
National Media
Newsletter Spotlight
Op-Ed
Operations
Opinion
Our Insights
Partners in Business Ethics
Podcast
Publications
Research Institutes
Risk
ScienceDirect
Silicon Valley Bank
Sloan Management Review
Social Impact
Special Series
Susilo Institute for Ethics in the Global Economy
Technology
The Brink
Thinkers50@BUQuestrom: Passion & Purpose
Videos
Insights@Questrom
  • Our Insights
    • All
    • Business Challenges
    • Business Education
    • Business Functions
    Massachusetts Economy at Risk from Trump Administration Policies  

    Massachusetts Economy at Risk from Trump Administration Policies  

    Small businesses may take the brunt of tariffs, even when they’re based in the US 

    Retail’s latest tariff challenge? Setting prices. 

    Bureaucrats get a bad rap, but they deserve more credit − a sociologist of work explains why

    Bureaucrats get a bad rap, but they deserve more credit − a sociologist of work explains why

    Gordon Burtch Named Finalist for the 2025 Bradford-Osborne Research Award

    Gordon Burtch Named Finalist for the 2025 Bradford-Osborne Research Award

    Best Personal Loans for a 600 Credit Score

    Why have car insurance premiums been increasing over the past years? 

    Trump looking at cutting US drug prices to international levels, sources say 

    Trump looking at cutting US drug prices to international levels, sources say 

    Small businesses in the US may take the brunt of tariffs 

    Small businesses in the US may take the brunt of tariffs 

    Executive Insights: Ned Rimer, Faculty Director, Health Sector Management Program, Questrom School of Business, Boston University (video)

    Tariffs are expected to worsen the divide between Main Street and Wall Street 

  • Videos & Podcast
    • All
    • Podcast
    • Videos
    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Tariffs and Their Economic Impact

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Navigating Internet Privacy: Unpacking Cookies, Dark Patterns, and Future Data Protection Challenges (2)

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Is Business Broken? Season 2 out now! 

    Is Business Broken? Season 2 out now! 

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Redefining Retirement: Navigating Emotional and Social Transitions with Insightful Strategies

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Real Estate Ripples from a Landmark Settlement

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    The Hidden Wisdom of Cultural Pushback

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Fusion Strategy: Navigating the Industrial Evolution

  • Insights Events
    • Events
    • Insights Live
    • Questrom Institute Events
  • In the Media
    • All
    • BU Today
    • Global Media
    • Local Media
    • National Media
    • Op-Ed
    • The Brink
    Small businesses may take the brunt of tariffs, even when they’re based in the US 

    Retail’s latest tariff challenge? Setting prices. 

    Best Personal Loans for a 600 Credit Score

    Why have car insurance premiums been increasing over the past years? 

    Trump looking at cutting US drug prices to international levels, sources say 

    Trump looking at cutting US drug prices to international levels, sources say 

    Small businesses in the US may take the brunt of tariffs 

    Small businesses in the US may take the brunt of tariffs 

    Executive Insights: Ned Rimer, Faculty Director, Health Sector Management Program, Questrom School of Business, Boston University (video)

    Tariffs are expected to worsen the divide between Main Street and Wall Street 

    How AI Chat Search Could Disrupt Online Advertising

    Boeing aircraft, duty-free no more 

    How AI Chat Search Could Disrupt Online Advertising

    Compounding pharmacies must stop making versions of Ozempic and Wegovy as shortage ends 

    In a ‘work-from-anywhere’ world, where are people working?

    Rising drug prices are hammering patients, employers, and insurers. Is there any end in sight? 

    How Retailers Can Capitalize on the “Refund Effect”

    How to Monetize Volunteer-Driven Platforms 

  • Publications
    • All
    • Books
    • Harvard Business Review
    • Journals
    • Sloan Management Review
    How Retailers Can Capitalize on the “Refund Effect”

    How to Monetize Volunteer-Driven Platforms 

    How Retailers Can Capitalize on the “Refund Effect”

    Leading Global Teams Effectively 

    How Retailers Can Capitalize on the “Refund Effect”

    Research: When Prototypes Don’t Yield Useful Insights 

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    How Retailers Can Capitalize on the “Refund Effect”

    We’re Still Lonely at Work

    How Retailers Can Capitalize on the “Refund Effect”

    17 Team-Building Activities for In-Person, Remote, and Hybrid Teams

    3 Ways to Support Employees with Bipolar Disorder

    3 Ways to Support Employees with Bipolar Disorder

    Will That Marketplace Succeed?

    Will That Marketplace Succeed?

    How Retailers Can Capitalize on the “Refund Effect”

    Research: Why Companies Should Disclose Their Lack of Progress on DEI 

  • Questrom Book Club
Insights@Questrom
  • Our Insights
    • All
    • Business Challenges
    • Business Education
    • Business Functions
    Massachusetts Economy at Risk from Trump Administration Policies  

    Massachusetts Economy at Risk from Trump Administration Policies  

    Small businesses may take the brunt of tariffs, even when they’re based in the US 

    Retail’s latest tariff challenge? Setting prices. 

    Bureaucrats get a bad rap, but they deserve more credit − a sociologist of work explains why

    Bureaucrats get a bad rap, but they deserve more credit − a sociologist of work explains why

    Gordon Burtch Named Finalist for the 2025 Bradford-Osborne Research Award

    Gordon Burtch Named Finalist for the 2025 Bradford-Osborne Research Award

    Best Personal Loans for a 600 Credit Score

    Why have car insurance premiums been increasing over the past years? 

    Trump looking at cutting US drug prices to international levels, sources say 

    Trump looking at cutting US drug prices to international levels, sources say 

    Small businesses in the US may take the brunt of tariffs 

    Small businesses in the US may take the brunt of tariffs 

    Executive Insights: Ned Rimer, Faculty Director, Health Sector Management Program, Questrom School of Business, Boston University (video)

    Tariffs are expected to worsen the divide between Main Street and Wall Street 

  • Videos & Podcast
    • All
    • Podcast
    • Videos
    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Tariffs and Their Economic Impact

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Navigating Internet Privacy: Unpacking Cookies, Dark Patterns, and Future Data Protection Challenges (2)

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Beyond Prototypes: Rethinking Innovation in Complex Ecosystems with Prof. Douglas Hannah

    Is Business Broken? Season 2 out now! 

    Is Business Broken? Season 2 out now! 

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Redefining Retirement: Navigating Emotional and Social Transitions with Insightful Strategies

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    Life After Cookies: Who Uses Google’s Privacy Sandbox? – Garrett Johnson

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Real Estate Ripples from a Landmark Settlement

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    The Hidden Wisdom of Cultural Pushback

    S1:E1 CVS Paying the “Pink Tax” on Certain Products and the Evolution of the Electric Vehicle Industry

    Fusion Strategy: Navigating the Industrial Evolution

  • Insights Events
    • Events
    • Insights Live
    • Questrom Institute Events
  • In the Media
    • All
    • BU Today
    • Global Media
    • Local Media
    • National Media
    • Op-Ed
    • The Brink
    Small businesses may take the brunt of tariffs, even when they’re based in the US 

    Retail’s latest tariff challenge? Setting prices. 

    Best Personal Loans for a 600 Credit Score

    Why have car insurance premiums been increasing over the past years? 

    Trump looking at cutting US drug prices to international levels, sources say 

    Trump looking at cutting US drug prices to international levels, sources say 

    Small businesses in the US may take the brunt of tariffs 

    Small businesses in the US may take the brunt of tariffs 

    Executive Insights: Ned Rimer, Faculty Director, Health Sector Management Program, Questrom School of Business, Boston University (video)

    Tariffs are expected to worsen the divide between Main Street and Wall Street 

    How AI Chat Search Could Disrupt Online Advertising

    Boeing aircraft, duty-free no more 

    How AI Chat Search Could Disrupt Online Advertising

    Compounding pharmacies must stop making versions of Ozempic and Wegovy as shortage ends 

    In a ‘work-from-anywhere’ world, where are people working?

    Rising drug prices are hammering patients, employers, and insurers. Is there any end in sight? 

    How Retailers Can Capitalize on the “Refund Effect”

    How to Monetize Volunteer-Driven Platforms 

  • Publications
    • All
    • Books
    • Harvard Business Review
    • Journals
    • Sloan Management Review
    How Retailers Can Capitalize on the “Refund Effect”

    How to Monetize Volunteer-Driven Platforms 

    How Retailers Can Capitalize on the “Refund Effect”

    Leading Global Teams Effectively 

    How Retailers Can Capitalize on the “Refund Effect”

    Research: When Prototypes Don’t Yield Useful Insights 

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    Transforming Products into Platforms: Unearthing New Avenues for Business Innovation

    How Retailers Can Capitalize on the “Refund Effect”

    We’re Still Lonely at Work

    How Retailers Can Capitalize on the “Refund Effect”

    17 Team-Building Activities for In-Person, Remote, and Hybrid Teams

    3 Ways to Support Employees with Bipolar Disorder

    3 Ways to Support Employees with Bipolar Disorder

    Will That Marketplace Succeed?

    Will That Marketplace Succeed?

    How Retailers Can Capitalize on the “Refund Effect”

    Research: Why Companies Should Disclose Their Lack of Progress on DEI 

  • Questrom Book Club
Insights@Questrom
Home Our Insights Business Challenges Digital Business

Do People Believe Generative AI?

Chiara LongonibyChiara Longoni
February 2, 2023
in Digital Business
202
0
How Will AI & Machine Learning Impact Your Business?

AI, Artificial Intelligence concept,3d rendering,conceptual image.3d background

Share on FacebookShare on TwitterShare on LinkedIn

The rise of the AI reporter

One of the most promising applications of Artificial Intelligence (AI) is that of generative AI: AI algorithms capable of producing textual, visual, and auditory content with little to no human intervention. For instance, the neural network called Generative Pre-trained Transformer 3 (GPT-3) is capable of producing textual content—a fictional story, a poem, or even a programming code—virtually indistinguishable from text written by a person[1]. This kind of generative AI might be more pervasive than you think. Even the news you read every day might have been written by neural networks; most likely, a good proportion of them is!

Major media companies such as the Washington Post, the New York Times, and Forbes have automated news production with the aid of generative AI – AI algorithms that autonomously produce textual content. With great advances in machine learning and natural language processing, the difference between content written by a human author and content produced by advanced neural networks, such as GPT-3, can be indiscernible even in domains quintessentially humanistic like poetry.

Reliance on generative AI to produce news is predicted to increase in the coming years due to their numerous benefits to publishers. AI systems may be faster and cheaper than human reporters—for example, the Wordsmith platform allowed the Associated Press to cover 4,400 companies opposed to the 300 allowed by human reporters. AI systems may also help publishers engage niche readers with hyper-local and personalized news at negligible marginal costs. It is then no surprise that AI algorithms such as the Washington Post’s Heliograph, Bloomberg’s Cyborg and Reuter’s Lynx Insight automatically report on financial markets, crimes, sports events, politics, and foreign affairs.

But how do people view AI-generated news?

Despite the increasing pervasiveness of AI and automation in news production, it is unclear how disclosing the use of AI algorithms will affect people’ perceptions of AI-generated news. As of today, the use of generative AI is typically not disclosed to the reader. AI may however lead to bias or misuse, and ethicists and policymakers advocate for transparently disclose its use. If disclosure requirements are enforced, future headlines might include a byline that tags AI as the reporter. How might this influence perception of how accurate the news is and trust in the reporter?

I explored this question in a paper titled News from Generative Artificial Intelligence Is Believed Less, published by FAccT ’22, the 2022 Association for Computing Machinery Conference on Fairness, Accountability, and Transparency, and in collaboration with our colleagues Andrey Fradkin, Luca Cian, and Gordon Pennycook. In two large pre-registered experiments on nationally representative US samples, we investigated the extent to which people perceive news generated by AI (versus by a human reporter) as accurate, and the degree to which people trust AI (versus human) reporters.

Two competing predictions are possible. One possibility is that because people will AI as lacking emotions, motives, and hidden agendas, they will view AI as more impartial than human reporters, perceiving AI-generated news as more accurate and trustworthy than human-generated news. The opposite prediction is also possible. There is more and more empirical evidence that people tend to resist automation and are generally averse to AI (for instance in healthcare, or when making hedonic purchases). People may also view the particular task of news reporting as requiring the experience of empathy and the making of moral judgments – experiences and judgments that AI is unable to deliver. People might therefore perceive AI-generated news as less accurate and trustworthy than news from human reporters.

Testing whether people believe in and trust AI-generated news

We tested these predictions in two experiments (datasets and experimental material are available here). We recruited a total of 4,034 participants so that they would be representative of the US in terms of age, gender, ethnicity and geographic region. We showed our participants several news items, each comprising a headline and accompanying photo. All news items had appeared on actual news outlets at the time of the experiments. To assess whether the news’s actual veracity made a difference, we used the fact-checking site Snopes.com and a-priori established whether a certain news item was completely true or completely false. Participants read that the news they would see might had been written by a human reporter or an AI reporter, this latter defined as “algorithmic processes that convert data into narrative new texts with limited to no human intervention beyond the initial programming choices.” To avoid potential doubts around accessibility to sources or data mining advantages, we informed participants that human and AI reporters had written the news based on information made available to them at the time they were written by the news outlet. In one experiment, participants saw either news tagged as written by a human reporter or news tagged as written by an AI reporter; in the other experiment, participants saw news written by both a humans and an AI reporter. The measure that was of key interest was perceived accuracy of the news – the extent to which people thought the news was accurate or not, trust in the reporter – the extent to which people trusted the reporter.

So what did we find? Both experiments indicated that when news headlines were tagged as written by an AI reporter, people believed the news headlines less than when news headlines were tagged as written by a human reporter. This effect manifested irrespective of whether the news was true or false: When news items were tagged as written by AI (compared to a human), people were more likely to incorrectly rate them as inaccurate when the news items were actually true, and more likely to correctly rate them as inaccurate when they were indeed false. Participants also trusted AI reporters less than human reporters. In a nutshell, disclosing the use of AI led people to believe news items less, a negative effect explained by lower trust toward AI than human reporters.

AI Faces Yet Another Hurdle

These results are yet more evidence that getting people to trust AI-based generative services is a significant hurdle these systems must overcome to gain traction. A deeper understanding of public perception of AI-generated text will be critical as the use of AI algorithms to generate content grows. Though there needs to be greater oversight with this growth as there is great potential for misuse and bias, it is equally important that policymakers understand that disclosure could be detrimental to organizations that are truthful and transparent. Furthermore, given current public distrust of media outlets, this call for transparency could backfire and provide yet another reason to distrust news sources.

Media outlets are faced with the challenges of not only grabbing the attention of readers in a highly competitive digital marketplace but also of earning their trust and readership. This is true of any organization that uses digital technologies to inform their customers, whether that be a regulator, business, or academic institution. In fact, the robustness of the negative effect of AI found in our experiments suggest that AI aversion applies to other domains where AI generated text is used. If forced to disclose AI-generated content, what can an organization do to retain trust in the information that it communicates? The answer is not yet clear, but our hope is that our findings raise awareness of the influence of disclosure of AI-generated content on perceived accuracy and trust and encourages greater research on this topic.

[1] See https://perma.cc/4VBZ-H5JC and copy.ai for a list of applications of the open-source GPT-3 to generate novels, essays, titles and headlines, podcast notes, resumes, recipes, computer codes, company statements, websites, advertisements, etc.

 

Tags: featured
Chiara Longoni

Chiara Longoni

Chiara Longoni is a behavioral scientist and Assistant Professor of Marketing at Boston University Questrom School of Business. Her research explores (i) the social impact of Artificial Intelligence and technology (ii) sustainability, (iii) consumer and societal welfare. Substantively, she specializes in issues related to medical decision making, sustainability in consumer and firm behavior, and messaging to promote consumer and societal well-being. Her work has been published, among others, in the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, Nature Human Behavior, and Nature Communications. Her work has also been featured in popular press outlets such as The Times, Forbes, Fortune Magazine, and Harvard Business Review, in practitioner outlets such as Infermedica and Artificial Intelligence in Medicine, and podcasts such as Man & Machine and Dividing Into Data.

Related Insights

Breaking Barriers, Fostering Growth: The Evolution of Black Women-Owned Businesses in the U.S.
Diversity, Equity & Inclusion

Breaking Barriers, Fostering Growth: The Evolution of Black Women-Owned Businesses in the U.S.

March 4, 2024
Unstoppable: Female Leaders in the New Age of Business
Business Challenges

Unstoppable: Female Leaders in the New Age of Business

February 27, 2024
Innovation vs Affordability: Navigating Pharmaceutical Payment Dilemmas
Feature

Innovation vs Affordability: Navigating Pharmaceutical Payment Dilemmas

February 7, 2024
Walmart: Leaning in, While Others Are Running Away
Corporate Strategy

Walmart: Leaning in, While Others Are Running Away

February 1, 2024
When Logic Defies Logic: Blocking the Merger Between JetBlue and Spirit Airlines
Business Policy & Markets

When Logic Defies Logic: Blocking the Merger Between JetBlue and Spirit Airlines

January 30, 2024
Why did Hertz just announce it was selling EVs and recording a massive loss? 
Feature

Why did Hertz just announce it was selling EVs and recording a massive loss? 

January 30, 2024

Upcoming Events

June 2025
Jun 07 2025

Mayor WU, BU Questrom Team Up to Host Civic Summit 2025

Boston University Questrom School of Business
No event found!

Get Our Insights Newsletter

Get Insights straight to your inbox by signing up now.

    Popular Insights

    • Massachusetts Economy at Risk from Trump Administration Policies  

      Massachusetts Economy at Risk from Trump Administration Policies  

      16 shares
      Share 6 Tweet 4
    • Ethical Implications of ChatGPT in the Educational Setting

      211 shares
      Share 84 Tweet 53
    • 2025 Digital Marketing Symposium: Sponsored by the Digital Business Institute

      8 shares
      Share 3 Tweet 2
    • Compounding pharmacies must stop making versions of Ozempic and Wegovy as shortage ends 

      8 shares
      Share 3 Tweet 2
    • 2025 Wadsworth Family Distinguished Lecture in Business Leadership & Technology Innovation – Peter Levine 

      9 shares
      Share 4 Tweet 2

    Boston University Questrom School of Business
    595 Commonwealth Avenue
    Boston, MA 02215

    Follow Us

    Newsletter

    © 2023 Trustees of Boston University

    • About Us
    • Digital Business Institute
    • Human Resource Policy Institute
    • Susilo Institute for Ethics in the Global Economy

    Welcome Back!

    Sign In with Linked In
    OR

    Login to your account below

    Forgotten Password?

    Retrieve your password

    Please enter your username or email address to reset your password.

    Log In

    Add New Playlist

    Generic selectors
    Exact matches only
    Search in title
    Search in content
    Post Type Selectors
    Search in posts
    Search in Author
    Search Events
    Filter by Categories
    Action Learning
    Artificial Intelligence in Business
    Book Club
    Books
    BU Today
    Business Challenges
    Business Education
    Business Functions
    Business Policy & Markets
    Corporate Strategy
    Digital Business
    Digital Business Institute
    Diversity, Equity & Inclusion
    Entrepreneurship & Innovation
    Events
    Expert Take
    Feature
    Finance & Accounting
    Future of Business Education
    Future of Work
    Global Media
    Harvard Business Review
    Health, Biopharma, & Health-Tech
    Human Resources Policy Institute
    Innovation
    Insights Live
    Institute for Sustainable Energy
    Journals
    Language of Business
    Leadership & Management
    Local Media
    Marketing
    Media Mention
    Multimedia
    National Media
    Newsletter Spotlight
    Op-Ed
    Operations
    Opinion
    Our Insights
    Partners in Business Ethics
    Podcast
    Publications
    Research Institutes
    Risk
    ScienceDirect
    Silicon Valley Bank
    Sloan Management Review
    Social Impact
    Special Series
    Susilo Institute for Ethics in the Global Economy
    Technology
    The Brink
    Thinkers50@BUQuestrom: Passion & Purpose
    Videos
    • Business Challenges
      • Business Policy & Markets
      • Digital Business
      • Diversity, Equity & Inclusion
      • Entrepreneurship & Innovation
      • Future of Work
      • Health, Biopharma, & Health-Tech
      • Risk
      • Social Impact
    • Business Functions
      • Corporate Strategy
      • Finance & Accounting
      • Innovation
      • Leadership & Management
      • Marketing
      • Operations
      • Technology
    • Publications
      • Journals
      • Harvard Business Review
      • Sloan Management Review
    • Insights Events
      • All Events
      • Insights Live
      • Questrom Institute Events
    • Videos & Podcast
      • Videos
      • Insights@Questrom Podcast
      • Podcast
    • Voices in the Media
    • Our Experts

    © 2023 Trustees of Boston University

    -
    00:00
    00:00

    Queue

    Update Required Flash plugin
    -
    00:00
    00:00