The Impact of Forced Intervention on AI Adoption
39 Pages Posted: 16 Sep 2020 Last revised: 10 Nov 2020
Date Written: July 2, 2020
This paper studies whether and how forced external interventions can catalyze long-term behavioral change, with a focus on the adoption of artificial intelligence (AI) technologies. Specifically, we investigate whether forcing people to use or not to use AI for a period of time can change their post-intervention AI usage, making use of a field experiment among salespeople in a major online education platform in China. This experiment involved 171 salespeople who were randomly assigned to two treatment groups and one control group. We find that forcing salespeople to use AI for a period of time increases their post-intervention AI usage by 17.9 percentage points compared to those in the control group. On the contrary, restricting salespeople from using AI decreases their post-intervention AI usage by 7.6 percentage points compared to the control group. We further show that forcing salespeople to use AI for a period of time makes them update their belief about AI positively, and as a result they not only use AI more frequently, but also become more likely to use AI on high-quality potential customers.
Keywords: Forced Intervention, Post-Intervention Effect, Artificial Intelligence, Field Experiment, Salesforce Management
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