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개인정보 공개 상황에서 인공지능 에이전트 신뢰 지각에 영향을 미치는 요인

Factors Influencing Trust Perception of Artificial Intelligence Agent in Privacy Disclosure

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초록

인공지능 기술이 발전하는 등 디지털 미디어 환경의 변화로 인해 프라이버시 문제는 주요한 사회적 문제로 떠올랐다. 특히 인공지능 에이전트는 이용자들의 개인정보를 수집하는 새로운 주체가 되고, 수집되는 개인정보는 양적증가와 함께 질적인 확장도 이루어지면서 프라이버시 문제는 그 어느 때보다 복잡한 국면을 맞이하고 있다. 그러나개인정보를 공개하는 상황에서 인공지능 에이전트에 대한 이용자들의 인식을 살펴본 연구는 제한적인 상황이다. 본연구는 인공지능 에이전트에 대한 신뢰 개념을 중심으로 하여 개인정보를 제공할 때 인공지능 에이전트 신뢰에 영향을 미치는 요인을 밝히고 학문적 프레임워크를 제안하고자 하였다. 심층 인터뷰 결과 인공지능 에이전트에 대한신뢰에 영향을 미치는 요인은 이용자, 인공지능 에이전트, 이용 환경 차원으로 나눌 수 있었다. 이용자 차원은 개인의 기술 관련 특성과 관계 관련 특성을 포함하였으며, 인공지능 차원의 특성은 유능함과 따뜻함으로 나눌 수 있었다. 이용 환경의 경우 상황적 특성과 제도적 특성으로 구분되었다. 이와 같은 연구 결과는 인공지능 에이전트에 개인정보를 공개하는 이용자의 심리를 신뢰 메커니즘을 기반으로 이해할 수 있다는 점에서 이론적 의의가 있으며, 개발자들과 정책 입안자들을 위한 실무적 시사점 또한 제공하고 있다.

Abstract

A variety of sensitive personal information are being collected by Artificial Intelligence (AI) agents. Accordingly, privacy invasion has emerged as a crucial issue in the utilization of AI agents, and users are experiencing heightened concerns regarding their privacy. Nevertheless, empirical research examining users’ preceived trust in AI agent is still limited, especially in the context of personal information disclosure. This study aims to identify the factors influencing on user trust in AI agent, and to propose a theoretical framework. Results of in-depth interviews suggested the factors affecting the trust toward AI agent from user, AI agent, and usage context. Characteristics of users included individual technology-related characteristics and relationship-related characteristics, and the traits of AI agent were divided into competence and warmth. Usage context included situational factors and institutional factors. These findings improved the understandings users’ trust toward AI agent when disclosing personal information to AI agents. The theoretical and practical implications are discussed.

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