Several technological developments, such as self-service technologies and artificial intelligence, are disrupting the retailing industry by changing consumption and purchase habits and the overall retail experience. Although AI represents extraordinary opportunities for businesses, companies must avoid the dangers and risks associated with the adoption of such systems. Integrating perspectives from emerging research on AI, morality of machines, and norm activation, we examine how individuals morally behave toward AI agents and self-service machines. Across three studies, we demonstrate that consumers’ moral concerns (...) and behaviors differ when interacting with technologies versus humans. We show that moral intention is less likely to emerge for AI checkout and self-checkout machines compared with human checkout. In addition, moral intention decreases as people consider the machine less humanlike. We further document that the decline in morality is caused by less guilt displayed toward new technologies. The non-human nature of the interaction evokes a decreased feeling of guilt and ultimately reduces moral behavior. These findings offer insights into how technological developments influence consumer behaviors and provide guidance for businesses and retailers in understanding moral intentions related to the different types of interactions in a shopping environment. (shrink)

Virtue ethics seems to be a promising moral theory for understanding and interpreting the development and behavior of artificial moral agents. Virtuous artificial agents would blur traditional distinctions between different sorts of moral machines and could make a claim to membership in the moral community. Accordingly, we investigate the “machine question” by studying whether virtue or vice can be attributed to artificial intelligence; that is, are people willing to judge machines as possessing moral character? An experiment describes situations where either (...) human or AI agents engage in virtuous or vicious behavior and experiment participants then judge their level of virtue or vice. The scenarios represent different virtue ethics domains of truth, justice, fear, wealth, and honor. Quantitative and qualitative analyses show that moral attributions are weakened for AIs compared to humans, and the reasoning and explanations for the attributions are varied and more complex. On “relational” views of membership in the moral community, virtuous machines would indeed be included, even if they are indeed weakened. Hence, while our moral relationships with artificial agents may be of the same types, they may yet remain substantively different than our relationships to human beings. (shrink)

The transfer of tasks with sometimes far-reaching implications to autonomous systems raises a number of ethical questions. In addition to fundamental questions about the moral agency of these systems, behavioral issues arise. We investigate the empirically accessible question of whether the imposition of harm by an agent is systematically judged differently when the agent is artificial and not human. The results of a laboratory experiment suggest that decision-makers can actually avoid punishment more easily by delegating to machines than by delegating (...) to other people. Our results imply that the availability of artificial agents could provide stronger incentives for decision-makers to delegate sensitive decisions. (shrink)

The current research aims to answer the following question: “who will be held responsible for harm involving an artificial intelligence system?” Drawing upon the literature on moral judgments, we assert that when people perceive an AI system’s action as causing harm to others, they will assign blame to different entity groups involved in an AI’s life cycle, including the company, the developer team, and even the AI system itself, especially when such harm is perceived to be intentional. Drawing upon the (...) theory of mind perception, we hypothesized that two dimensions of mind: perceived agency—attributing intention, reasoning, pursuing goals, and communicating to AI, and perceived experience—attributing emotional states, such as feeling pain and pleasure, personality, and consciousness to AI—mediated the relationship between perceived intentional harm and blame judgments toward AI. We also predicted that people are likely to attribute higher mind characteristics to AI when harm is perceived to be directed to humans than when it is perceived to be directed to non-humans. We tested our research model in three experiments. In all experiments, we found that perceived intentional harm led to blame judgments toward AI. In two experiments, we found perceived experience, not agency, mediated the relationship between perceived intentional harm and blame judgments. We also found that companies and developers were held responsible for moral violations involving AI, with developers received the most blame among the entities involved. Our third experiment reconciles the findings by showing that perceived intentional harm directed to a non-human entity did not lead to increased attributions of mind to AI. These findings have implications for theory and practice concerning unethical outcomes and behavior associated with AI use. (shrink)

Automation is inherently tied to ethical challenges because of its potential involvement in morally loaded decisions. In the present research, participants (n = 34) took part in a moral multi-trial dilemma-based task where the agent (human vs. machine) and the behavior (action vs. inaction) factors were randomized. Self-report measures, in terms of morality, consciousness, responsibility, intentionality, and emotional impact evaluation were gathered, together with electroencephalography (delta, theta, beta, upper and lower alpha, and gamma powers) and peripheral autonomic (electrodermal activity, heart (...) rate variability) data. Data showed that moral schemata vary as a function of the involved decider, and when the agent and behavior factors are crossed. Subjects did not consider machines full moral deciders to the same degree as humans and tend to morally better accept human active behavior and machine inaction. Moreover, the autonomic physiological activity might support the a-posteriori moral evaluation. In the evaluation of the agent’s consciousness, a beta ventrolateral prefrontal synchronization was detected for human action and machine inaction, while a generalized gamma synchronization occurred in artificial agent trials while rating the emotional impact of the decider’s behavior. The detected differences might point to a potential explicit and implicit asymmetry in moral reasoning toward artificial and human agents. (shrink)