Digital humanism and artificial intelligence: the role of emotions beyond the human–machine interaction in Society 5.0

Abstract

Purpose

By considering the challenges of Industry 5.0, the purpose of this study is to analyze the role of heuristic factors in the technical qualities and emotions of Millennials and Generation Z (Gen Z) to assess their acceptance of the use of artificial intelligence (AI) devices such as robots. For this purpose, this paper uses the innovative AI device use acceptance (AIDUA) framework. This research evaluates the implications of human–machine interactions for the usage of robots and AI in daily life.

Design/methodology/approach

The proposed AIDUA model is tested using data collected from Millennials and Gen Z. First, a principal components analysis technique is used to validate each measure. Second, a multiple regression analysis using IBM SPSS 26.0 is conducted.

Findings

The results of this study suggest that human–machine interaction is a part of a complex process in which there are different elements determining individuals’ acceptance of the use of AI devices during daily life. This paper outlines both the theoretical and practical implications. This study enriches the AIDUA model by connoting it with features and emotions belonging to the younger generation. Additionally, this research offers technology companies suggestions for addressing future efforts on technical performance and on the alignments of the expectations of young people in Society 5.0.

Originality/value

First, the originality of this paper lies in highlighting the binary role of emotions in triggering the use of AI devices and robots. Second, the focus on Millennials and Gen Z offers a new lens for the interpretation of longitudinal phenomena in the adoption of AI. Finally, the findings of this paper contribute to the development of a new perspective regarding a “heartly collaborative” approach in Society 5.0.

Citation

Magni, D., Del Gaudio, G., Papa, A. and Della Corte, V. (2023), "Digital humanism and artificial intelligence: the role of emotions beyond the human–machine interaction in Society 5.0", Journal of Management History, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JMH-12-2022-0084