Sexist AI: An Experiment Integrating CASA and ELM

ABSTRACT

This study employed an experiment to test participants’ perceptions of an artificial intelligence (AI) recruiter. It used a 2 (Specialist AI/Generalist AI) × 2 (Sexist/nonsexist) design to test the relationship between these labels and the perception of moral violations. The theoretical framework was an integration of the Computers Are Social Actors (CASA) and Elaboration Likelihood Model (ELM) approaches. Participants (n = 233) responded to an online questionnaire after reading one of four scenarios involving an AI recruiter’s evaluation of job candidates. Results found that the concept of “mindlessness” in CASA is situational, based on whether the issue is processed with the central route or the peripheral route. Moreover, this study shows that CASA can explain the evaluation of machines with the third-person point of view. Also, there was a distinction between the perception of the AI and its decisions. Furthermore, participants were found to be more sensitive about the AI agent’s sexism – which was more anthropomorphic and emotionally engaging – than about the AI agent’s status as a specialist.

Additional information

Notes on contributors

Joo-Wha Hong

Joo-Wha Hong is a doctoral candidate at the Annenberg School for Communication and Journalism at the University of Southern California, who studies artificial intelligence (AI) in social science perspectives. He is particularly interested in exploring how people cognize human-like programs and how machines’ development leads to social changes.

Sukyoung Choi

Sukyoung Choi is a doctoral student in the Annenberg School for Communication at the University of Southern California. Her research interest lies in understanding the social/political implications of artificial intelligence and social psychological processes in social media and online games.

Dmitri Williams

Dmitri Williams is an associate professor at the Annenberg School for Communication at the University of Southern California, where he works on technology and society, games, and data analytics. His research focuses on the social and economic impacts of new media, with a focus on online community.