Student research highlight: Seeing Through the Synthetic
How awareness of AI authorship affects trust, attention, and emotional engagement with AI-generated websites
Student research highlight: Seeing Through the Synthetic
How awareness of AI authorship affects trust, attention, and emotional engagement with AI-generated websites
As technology continues to grow, brands are turning to AI to create websites and advertisements. However, the use of AI could actually be losing the trust of their customers. Nikta Hosseinzadeh, a sophomore Emerging Technology in Business and Design major, is working on research to learn more on the topic.
Hosseinzadeh started her research as part of the Undergraduate Summer Scholars program, looking into the effects of AI authorship on website trustworthiness and impact. Now, Hosseinzadeh is working on the same research, but with advertisements.
“I remember when I didn't have any clue on how to research and I thought it was such a big and difficult thing, but I did it throughout the summer and now I'm doing it again. It’s getting easier for me, I think,” Hosseinzadeh said.
Hosseinzadeh highlighted the value of researching how AI impacts trustworthiness.
“It's really important for us to know how users are going to react to it, especially for brands that are using it a lot, because it is a big marketing aspect of their brands,” she said. “They put a lot of money into it, so these brands don't want to just spend money on something that's not going to benefit them.”
Hosseinzadeh appreciates her research opportunities because they allow her to gain valuable experience and expand the understanding of her major. She works with James Coyle, director of the Center for Research in User Experience, to broaden knowledge about the trust of consumers regarding AI.
“When I'm interested in a topic that's related to my major, I can work with my professor and use him as a mentor to find answers to the questions that I have,” Hosseinzadeh said.
Ultimately, Hosseinzadeh hopes to continue researching user experiences with AI in the future.
“AI is all over the place, so I feel like it’s extremely important for us as users and people to know how to use these tools and coexist with these tools,” Hosseinzadeh said.
To talk with Nikta Hosseinzadeh about her research, attend the Undergraduate Research Forum Friday, April 24th.