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인공지능이 추천한 음악 플레이리스트 선호에 관한 연구: 사용자의 감정을 중심으로

When I am Sad, I Don’t Like AI: Preference for Music Playlists Curated by AI

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한국소비자·광고심리학회 (Korean Society For Consumer And Advertising Psychology)|2022.08|한국심리학회지: 소비자·광고 (The Korean Journal of Consumer and Advertising Psychology)|제23권 제3호|pp. 207-226|DOI 10.21074/kjlcap.2022.23.3.207

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키워드

인공지능감정emotion공감empathyvalenceartificial intelligencemusicnegativity bias음악부정 편향감정가
주제분류심리과학

초록

공감은 더 이상 인간의 전유물이 아니다. 인공지능이 우리의 일상생활에 보편화되면서 소비자는 자신들의 감정을 파악하고, 이해하고, 공감해 주는 인공지능을 선호하고 있다. 소비자가 인공지능을 어떻게 인식하는가에 대한 이해를 높이기 위해 본 연구는 소비자가 느끼는 감정가(emotional valence: 긍정 vs. 부정)에 따라 인공지능의 공감 능력에 대한 판단이 달라지는가를 음악 스트리밍 서비스 측면에서 살펴보았다. 세 개의 실증연구를 통해 두 개의 결과를 얻을 수 있었다. 첫째, 소비자는 음악 추천 인공지능이 사용자의 긍정적 감정 대비 부정적 감정에 대해 공감하는 능력이 떨어진다고 믿는다. 둘째, 이 왜곡된 믿음으로 인해 소비자는 인공지능이 긍정적 감정을 느끼는 사용자에게 추천한 음악 대비 부정적 감정을 느끼는 사용자에게 추천한 음악을 덜 선호하게 된다. 이 결과는 특히 사용자의 감정에 민감하게 반응해야 하는 산업에서 인공지능을 개발하고 활용할 때 의미있는 시사점을 제공한다.

Abstract

Empathy is no longer the preserve of humans. As artificial intelligence (AI) becomes ubiquitous in consumers’ daily lives, they tend to favor AI that can read, understand, and resonate with their emotions. To broaden the understanding of how consumers perceive AI, this research explores the relationship between emotional valence and the perception of AI’s empathy, specifically in the context of music streaming services. The results of three experiments demonstrate two important findings. First, consumers believe that an AI music curator is less able to empathize with listeners’ negative emotions than positive ones. Second, due to this biased belief, they prefer AI-curated playlists made for negative mood less than those made for positive mood. These results provide insights into how to design and complement empathetic AI, particularly in the domains where sensitivity to users’ emotions is vital.

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