Big Data & Society

Researchers from Osaka University found that Japanese consumers prioritize transparency over performance, while still valuing performance over environmental sustainability when choosing AI assistants. Although transparency was the most important factor, cost remained a critical consideration. This study also highlighted individual differences, showing that future-oriented consumers prefer energy-efficient AI assistants, whereas those with an internal locus of control prioritize transparency. The findings suggest developers should consider these psychological traits to better meet diverse consumer preferences.