Artificial Intelligence is Getting Personal : A study on the Usage Motivations and Privacy Concerns of Intelligent Personal Assistants’ Users

Sammanfattning: The present study is aiming to evaluate the Intelligent Personal Assistants usage motivations, addressing at the same time various privacy issues and concerns related to this emergent technology. To fulfil the purpose of the study I have applied two different research methods. Initially, a web survey conducted gathered 18 respondents answering 24 questions related to the presented topic. Subsequently, was organised a focus group by gathering seven respondents who shared their opinions on the subject of research. Two research questions were developed based on two hypotheses. First research question: “To what extent IPA users agree to personal data collection in order to gratify their sought needs?”; exploring the participants’ opinions when it comes to the degree of acceptance of personal information disclosure to gratify their needs. Moreover, second research question: “What are the motivating criteria that determine the usage of IPA?”. This question develops opinions and experiences on the usage of Intelligent Personal Assistants, as well as the way people perceive this new technology. The finding of this studies reveals that users of new media are concerned and aware of their personal data collection. However, as a result, they feel trapped in the network society by the peer pressure towards the usage of favourite mediums. Therefore, the denial of technology would bring unfavourable consequences from a social perspective. Further researches can be conducted on this topic, addressing in depth the Artificial Intelligence and its societal implications, possible utilities of the Intelligent Personal Assistants as a companion for children, elders and people with disabilities, Artificial Intelligence used in public administration. Consequently, many different aspects can be explored having the topic of this thesis as a starting point.