Cloarec, Julien, Meyer-Waarden, Lars, Timmler, Katharina, Thiele, Sarah, Weiss, Matthias and Wiese, Madeleine (2024) Unlocking minds: Psychological roadblocks to the adoption of AI-powered brain–machine interfaces. Recherche et Applications en Marketing (English Edition).

Abstract

Brain–machine interfaces (BMIs) are emerging as transformative tools with applications in neuroscience, medicine, and virtual reality. Recent breakthroughs, such as Neuralink’s brain implant technology, have showcased the potential to cure neurological diseases and spinal cord injuries. However, as BMIs become more invasive, questions arise about societal acceptance, regulatory challenges, and ethical considerations. This study explores the factors influencing potential users’ attitudes and perceptions toward BMIs. We find that performance and effort expectancy, as well as trust and well-being, positively influence behavioral intention to use BMIs. Conversely, the level of invasiveness of BMI technology negatively impacts behavioral intention due to raised privacy concerns and technology fear. These results offer valuable insights for policymakers, healthcare professionals, and technology developers seeking to navigate the challenges and opportunities associated with the adoption of BMIs.