AI

Abstract: Resistance to artificial intelligence (AI) is widespread and persists even when known psychological barriers are removed. What explains this persistent aversion? Across four studies, we investigate whether moral reactions to AI—rooted in deeply held beliefs about right and wrong—help explain resistance beyond pragmatic concerns. In Study 1, we analyzed all news headlines in a major US media corpus (COCA, 2018–2024) and found that AI is moralized at levels comparable to GMOs and vaccines—technologies whose moral opposition has received considerable attention—and that surges in moralization followed the launch of major AI applications such as ChatGPT and DALL-E. In Studies 2a, 2b, and 3, representative samples of Americans reported their attitudes toward several AI applications and other technologies. Although few participants opposed AI outright, most opponents indicated their views would remain unchanged even if AI proved beneficial—suggesting moral rather than pragmatic roots. Structural equation models revealed that moralization of AI was best captured by a single latent factor, indicating a generalized moral sentiment rather than domain-specific risk–benefit appraisals. Qualitative analyses further uncovered the most common justifications people invoke and how opponents and supporters differ in their reasoning. In Study 4, participants from Studies 2b and 3 completed a subsequent behavioral grading task; moralization scores measured in the earlier surveys predicted greater reluctance to use AI even when doing so would benefit participants (a one standard deviation increase in moralization corresponded to 42% decrease in AI usage). Together, these findings demonstrate that resistance to AI is partly moral in nature, suggesting that reaping the potential benefits of AI tools may require addressing moral concerns rather than relying solely on pragmatic arguments.