What's Happening?
Heather Shoenberger, an associate professor of advertising at Penn State's Donald P. Bellisario College of Communications, is actively addressing the practical and theoretical implications of artificial intelligence (AI). She co-created an undergraduate
course, COMM 200N Generative AI for All, which explores how generative AI works, its ethical issues, and sociopolitical implications. The course, cross-listed with the College of Engineering, consistently reaches its enrollment capacity. Shoenberger was also the lead author on recent research published in the Journal of Advertising, introducing the human-AI asymmetric relationship theory (HAART). This theory posits a structural mismatch in how humans and conversational AI perceive their exchanges. While AI can simulate emotional responsiveness, intentional commitment, attachment, and intimacy, it cannot genuinely experience relationships. This simulation can lead consumers to believe AI can develop a relationship, potentially making them vulnerable to dependence, risk, and control.
Why It's Important?
The research and educational initiatives led by Professor Shoenberger are crucial for understanding the evolving landscape of advertising and consumer behavior in the U.S. The HAART theory highlights a significant ethical concern: the potential for AI to exploit human psychological tendencies by mimicking relational attributes without genuine capacity for reciprocity. This has profound implications for the advertising industry, where AI is increasingly used to personalize interactions and build perceived connections with consumers. If consumers are misled into believing AI systems can form relationships, it could lead to manipulative marketing practices, erode trust, and potentially harm vulnerable individuals. For U.S. businesses, understanding HAART is vital for developing ethical AI advertising strategies and avoiding practices that could lead to regulatory scrutiny or consumer backlash. For public policy, this research provides a foundation for considering potential regulations around AI's use in consumer-facing roles, particularly concerning transparency and consumer protection.
What's Next?
The HAART theory is expected to stimulate further research in the field of advertising, particularly concerning the ethical implications of AI-driven consumer interactions. This could lead to the development of industry best practices for AI in advertising, focusing on transparency and avoiding deceptive relational mimicry. Educational institutions may integrate HAART and similar theories into their curricula to prepare future advertising professionals for these ethical challenges. There is also a potential for increased dialogue among policymakers, industry leaders, and academics regarding the need for guidelines or regulations to govern AI's role in consumer relationships. This could involve discussions on mandatory disclosures for AI interactions, consumer education campaigns about AI's limitations, and mechanisms for addressing consumer harm resulting from AI-driven manipulation. The ongoing evolution of generative AI will necessitate continuous adaptation of both academic understanding and practical application in advertising.
Beyond the Headlines
The HAART theory delves into the deeper philosophical and psychological dimensions of human-AI interaction. It challenges the anthropomorphic tendencies often projected onto AI, revealing a fundamental asymmetry in relational capacity. This has broader implications beyond advertising, touching upon areas like mental health support, education, and personal assistance, where AI might simulate empathy or understanding. The theory suggests that as AI becomes more sophisticated in mimicking human-like interactions, the line between genuine connection and simulated engagement will become increasingly blurred, potentially leading to societal shifts in how humans perceive and value relationships. Ethically, it raises questions about the responsibility of AI developers to design systems that are not only functional but also transparent about their limitations, preventing unintended psychological consequences for users. Culturally, it may prompt a re-evaluation of what constitutes a 'relationship' in an increasingly digital and AI-intermediated world.
