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Beyond Black Boxes

2026-06-05Artigo científico Acesso aberto
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dc.contributor.authorAlmeida, Filipa de
dc.contributor.authorGlaum, Joana
dc.contributor.authorHildred, Kiall
dc.contributor.authorScott, Ian
dc.contributor.institutionNOVA Information Management School (NOVA IMS)
dc.contributor.institutionInformation Management Research Center (MagIC) - NOVA Information Management School
dc.contributor.pblWiley
dc.date.accessioned2026-06-12T13:50:01Z
dc.date.available2026-06-12T13:50:01Z
dc.date.embargoedUntil2028-06-05
dc.date.issued2026-06-05
dc.descriptionAlmeida, F. D., Glaum, J., Hildred, K., & Scott, I. (2026). Beyond Black Boxes: AI Certification Labels Increase Adoption through Trust. Psychology and Marketing. https://doi.org/10.1002/mar.70185 --- %ABS3%
dc.description.abstractArtificial intelligence (AI) is being increasingly used in daily life. Using these systems depends on end-users' trust in them, and auditing processes have been proposed to determine and communicate whether an AI system is trustworthy. However, many end-users lack the expertise to both assess the trustworthiness of AI systems and to understand the outputs of auditing. Certification labels have been proposed as a non-technical solution to communicating AI trustworthiness to end-users. This research tests the effectiveness of Trustworthy AI certification labels on end-users' trust in and behavioral intention to use (BIU) AI. In three studies, we show that using a simple certification label increases cognitive and affective trust in AI and BIU it. Moreover: cognitive trust mediates the label's effect; labels displaying Trustworthy AI principles further increase perceived trustworthiness and BIU; and exposure to labeled AI systems reduces trust in and BIU non-labeled systems. This work contributes to literature on trust and acceptance of AI and on the effectiveness of certification labels for signaling trustworthiness, and offers insights for the design of effective AI certification labels.en
dc.description.versionauthorsversion
dc.description.versionepub_ahead_of_print
dc.format.extent19
dc.format.extent1381857
dc.identifier.doi10.1002/mar.70185
dc.identifier.issn0742-6046
dc.identifier.otherPURE: 163904079
dc.identifier.otherPURE UUID: 465a34e4-ce7f-4947-9c6a-57414d391c72
dc.identifier.otherScopus: 105041030553
dc.identifier.otherWOS: 001785159700001
dc.identifier.otherORCID: /0000-0001-9699-4473/work/217567427
dc.identifier.urihttp://hdl.handle.net/10362/203760
dc.identifier.urlhttps://www.scopus.com/pages/publications/105041030553
dc.identifier.urlhttps://www.webofscience.com/wos/woscc/full-record/WOS:001785159700001
dc.identifier.urlhttps://osf.io/6zbhn/overview?view_only=d0b4d45d953242c1aa9f83ac2ef64bcd
dc.identifier.urlhttps://ssrn.com/abstract=4765270
dc.language.isoeng
dc.peerreviewedyes
dc.relationhttps://doi.org/10.54499/UID/04152/2025
dc.relationhttps://doi.org/10.54499/UID/PRR/04152/2025
dc.subjectartificial intelligence
dc.subjecttrustworthy AI
dc.subjectauditing
dc.subjectcertification labels
dc.subjecttechnology acceptance
dc.subjectApplied Psychology
dc.subjectMarketing
dc.subjectSDG 9 - Industry, Innovation, and Infrastructure
dc.subjectSDG 10 - Reduced Inequalities
dc.titleBeyond Black Boxesen
dc.title.subtitleAI Certification Labels Increase Adoption through Trusten
dc.typejournal article
degois.publication.titlePsychology and Marketing
dspace.entity.typePublication
rcaap.rightsembargoedAccess

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NIMS: MagIC - Artigos em revista internacional com arbitragem científica (Peer-Review articles in international journals)