Are we oversharing with AI? The psychology behind consumer data disclosure

The study finds that enjoyment significantly influences whether consumers share personal information with AI. In communal relationships, enjoyment is naturally higher, leading to greater self-disclosure. Consumers are more likely to engage with AI when they find the experience engaging, fun, and immersive.

Artificial intelligence is seamlessly integrating into our daily lives, but as it becomes more human-like in interactions, a crucial question arises: How much personal information are consumers willing to share with AI?

A study titled "AI, How Much Shall I Tell You? Exchange and Communal Consumer–AI Relationships and the Willingness to Disclose Personal Information" explores how consumers form relationships with AI - whether transactional (exchange relationships) or emotionally driven (communal relationships) - and how these dynamics impact data-sharing behaviors. The findings, published in Behavioral Science, reveal that while trust and enjoyment play pivotal roles, merely forming an attachment to AI does not automatically translate to greater data disclosure.

Psychology of AI relationships: Exchange vs. communal bonds

Consumer-AI relationships mirror human interpersonal relationships, classified into two main categories: exchange relationships and communal relationships. In exchange relationships, consumers interact with AI on a purely transactional level, expecting direct benefits in return for the information they provide. These relationships are typical for AI chatbots, customer service bots, and service robots, where efficiency and task completion are prioritized over emotional connection.

On the other hand, communal relationships occur when consumers perceive AI as more than just a tool - viewing it instead as a companion or trusted assistant. Here, personal data is shared more readily, with the expectation that the AI will cater to the user’s needs without an explicit quid pro quo. The study highlights that a higher attachment to AI fosters communal relationships more than exchange relationships, reinforcing the idea that familiarity and perceived helpfulness drive deeper consumer engagement.

Enjoyment and trust: The gatekeepers of self-disclosure

The study finds that enjoyment significantly influences whether consumers share personal information with AI. In communal relationships, enjoyment is naturally higher, leading to greater self-disclosure. Consumers are more likely to engage with AI when they find the experience engaging, fun, and immersive.

Interestingly, in exchange relationships, self-disclosure does not occur unless enjoyment is present. This means that even in purely transactional interactions, making AI more entertaining or engaging can increase the likelihood of consumers willingly providing data.

Another key takeaway is that attachment to AI alone does not drive self-disclosure. In fact, strong attachment without a clear relationship framework (exchange or communal) can lead to reduced willingness to share, as consumers may feel vulnerable or skeptical about how their information is being used.

Practical implications: Optimizing AI for consumer trust and engagement

For businesses and AI developers, these findings hold valuable insights. Personal AI assistants, such as Siri, Alexa, and Google Assistant, should be designed to foster communal relationships through personalized responses and empathetic engagement. This approach enhances trust and increases the likelihood of users sharing relevant data for a more tailored experience.

Meanwhile, service robots and chatbots operating in exchange-based relationships need to prioritize enjoyable interactions to encourage consumer participation. Humor, human-like conversation flows, and interactive design can all make AI more appealing, leading to increased self-disclosure.

Furthermore, ethical considerations must be addressed, ensuring that AI interactions are transparent and that consumers are fully aware of how their data is being collected and utilized. The European Union’s AI Act and other emerging regulations underscore the need for responsible AI practices to prevent consumer manipulation and misuse of personal data.

To sum up, AI’s efficiency and human-like connection will define the future of AI integration in society, shaping how much consumers are willing to share in this increasingly digital world.