Molnár László – Horváth Kata (2025): A mesterséges intelligenciához fűződő attitűd alapján képzett klaszterek azonosítása és jellemzése
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Molnár László – Horváth Kata (2025): A mesterséges intelligenciához fűződő attitűd alapján képzett klaszterek azonosítása és jellemzése. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 143–157. DOI:10.62561/EMOK-2025-10
DOI
https://doi.org/10.62561/EMOK-2025-10
Authors
- László, Molnár. Miskolci Egyetem.
- Kata, Horváth. Miskolci Egyetem.
Abstract
Identification and Profiling of Clusters based on Attitudes Towards Artificial Intelligence
Artificial Intelligence is fundamentally transforming various aspects of our everyday lives, its wide-ranging socio-economic impacts directly influence individual attitudes towards the technology and thereby shape the collective stance of society as well. Investigating attitudes is primarily justified by the need to facilitate technology acceptance, which is a cornerstone of the successful implementation of AI-based innovations. The present research seeks to explore the Hungarian population’s attitudes towards AI, aiming to identify and characterise distinct attitude-based clusters based on their demographic characteristics, personality traits and areas of interest. Data collection was conducted through an online questionnaire incorporating two validated scales. To explore attitudes and identify attitude segments, we applied the General Attitudes Towards Artificial Intelligence Scale (GAAIS) developed by Schepman and Rodway (2023), while dominant personality traits were measured using the TIPI scale. Based on a representative sample (n=520), three clusters were identified: AI sceptics, AI moderates, and AI advocates. In terms of demographics, age, living standard and number of children proved to be significant cluster characteristics; regarding personality traits, the dimensions of extraversion and openness stood out; and in terms of interests, a technological orientation emerged as the main distinguishing feature. The results can support, among other things, the targeted development of AI-driven social innovations and the minimisation of risks arising from potential rejection or resistance.
artificial intelligence attitude GAAIS segmentation personality interest demography
Language
hungarian
Details of publishing collection
Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025