Trust and privacy are significant concerns in online. Sharing information on health is especially sensitive but it is necessary for purchasing and utilizing health insurance. This research explores whether trust and privacy concern are barriers to the adoption of AI in health insurance. Two scenarios are compared: The first scenario has limited AI that is not in the interface and its presence is not explicitly revealed to the consumer. In the second scenario there is an AI interface and AI evaluation, and this is explicitly revealed to the consumer. The findings show that trust is significantly lower in the second scenario where AI is visible.

Link to open access journal:
https://doi.org/10.1080/15332861.2020.1832817

Reference:
Zarifis A., Kawalek P. & Azadegan A. (2020) ‘Evaluating If Trust and Personal Information Privacy Concerns Are Barriers to Using Health Insurance That Explicitly Utilizes AI’, Journal of Internet Commerce, pp.1-18. https://doi.org/10.1080/15332861.2020.1832817