Managerial attitudes toward AI: evaluating transparency, sense of control and fairness perceptions

What is it about?

Artificial intelligence (AI) is a disruptive technological innovation in business today. Despite its growing adoption, little research has explored the relationship between AI and sales outcomes, particularly regarding managers' perceptions and attitudes towards AI. Forward-thinking sales organizations are embracing AI to target customers, optimize campaigns, and deliver tailored solutions. The focus of this study is on identifying the drivers of managers' attitudes towards AI. Given the emerging nature of AI applications in the B2B and B2C sales process, knowledge about key drivers related to AI fairness, managers' perceptions of AI, and factors influencing AI performance is still limited. This study aims to address this gap by investigating managers' AI fairness perception, confidence in algorithms, and sense of control over AI. The research introduces a conceptual framework for exploring sales professionals' attitudes towards AI in marketing. A study with 400 American sales managers provides insights into the drivers and influencing factors of AI adoption in both business-to-business (B2B) and business-to-consumer (B2C) fields.

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