ABSTRACT
The development and adoption of artificial intelligence (AI) and related technologies requires trust from a variety of stakeholders. As yet, our understanding of the cues informing trust decisions in this complex and multilevel system is limited. Our chapter provides an overview of the theoretical and empirical literature relevant to micro and macro trust cues in the context of AI. We then conduct a mini case study of an AI pilot program in the service industry to examine the within-level and cross-level antecedents of trust in AI for stakeholders in technology management, developer, and user roles. We call for further investigation of the role of emotion and heuristic cues for trust, particularly in terms of their potential for cross-level influence. Future research would also benefit from an appreciation of the understanding of AI services as systemic technology and taking into account the potential role of positive and negative macro-level cues such as the trustworthiness of complementary suppliers, or the institutions such as regulation, legal frameworks, and culture.
