Study Highlights Professional Reactions to AI
A recent study by Monash Business School, in collaboration with MUMA College of Business at the University of South Florida, has found that human advisors feel less motivated to work with clients who seek AI second opinions. The research highlights the impact of AI on professional relationships in the financial and travel advisory sectors.
Published in ‘Computers in Human Behavior’, the study reveals that advisors often feel offended when clients use AI tools to validate their advice, viewing it as a sign of disrespect. This feeling persists even when AI is used only for additional background information.
Associate Professor Gerri Spassova of Monash Business School explained, “Advisors view AI as substantially inferior to themselves; being placed in the same category as an AI system feels insulting and signals disrespect, undermining advisors’ willingness to engage.”
The study involved scenarios where participants imagined working for a travel agency and advising clients on trips to North America. Participants were informed that clients later consulted either another human or an AI travel agent. Results indicated a decrease in willingness to engage with clients who sought AI advice.
Implications for Client-Advisory Relationships
On September 15, 2023, the study was released, detailing the rapid advances in artificial intelligence enabling the rise of AI-enabled advisory tools. These tools benefit decision-makers but introduce new competitive pressures for human advisors whose expertise they may complement or replace.
The study suggests that as AI becomes more prevalent, advisors may continue to feel their professional value is threatened. Spassova noted, “As AI gets better, it may threaten our sense of worth and self-regard, and so when clients defer to AI, it would prompt advisors to question the value of their human contribution.”
Interestingly, the research raises questions about whether perceptions might change as AI becomes more common. Spassova speculated, “One can only speculate. My intuition is that the situation will not get much better.”
Clients who consult AI may be seen as less competent and warm. This perception could have lasting effects on how advisors choose to engage with these clients in the future.
The research involved 200 participants who were asked to imagine working at a travel agency. Some participants were told their clients had consulted an AI travel agent. In these cases, the advisors felt less motivated to engage with the clients again. The researchers believe that the effect might be less pronounced in long-term client-advisor relationships.
