It is commonly assumed that people who are confident with technology are the ones most eager to adopt artificial intelligence. However, recent research published in the Journal of Marketing challenges this view. The study, led by Stephanie Tully, Chiara Longoni, and Gil Appel, finds that consumers with lower levels of AI understanding are actually more willing to use AI-powered tools. Rather than analysing how the systems work, they tend to experience AI as something wondrous and almost magical, which encourages curiosity and openness rather than hesitation.

When AI is presented as capable of producing results beyond ordinary human effort—such as creating expressive art, writing poetry, or offering compassionate support—less tech-savvy users feel a sense of awe. Tully explains that limited AI knowledge does not necessarily lead to mistrust; instead, it can create space for fascination. Those who know less about how the systems operate are often more excited to explore them. In contrast, consumers who understand AI more deeply tend to approach it with a critical eye. Longoni notes that greater technical literacy often brings attention to AI’s limitations and ethical risks, which can slow down adoption.

The implications of this pattern are significant for companies and communicators promoting AI-driven products. Tools that emphasise creativity, emotional resonance, or seemingly extraordinary abilities are particularly appealing to users who are less familiar with the underlying technology. Highlighting these capabilities can make AI feel accessible and inspiring. At the same time, the researchers caution against overselling AI’s power. If marketing leans too heavily into the idea of magic, it can lead to disappointment or mistrust when users encounter real constraints. Appel stresses that honesty and clarity are essential to maintaining credibility while still encouraging enthusiasm.

The study also points to a broader challenge: how to increase public understanding of AI without diminishing the curiosity that drives early engagement. The researchers suggest that education need not eliminate wonder. Instead, thoughtful communication can help people appreciate the real possibilities of AI while still recognising its limits. In this balance between excitement and awareness lies the path to responsible, sustainable adoption.

More information: Stephanie Tully et al, Lower Artificial Intelligence Literacy Predicts Greater AI Receptivity, Journal of Marketing. DOI: 10.1177/00222429251314491

Journal information: Journal of Marketing Provided by American Marketing Association