Companies Outsourcing to AI
As a society, we value efficiency. AI has been a great help in delivering it, and has even beat us in many areas. But in our pursuit of efficiency, we have crossed an invisible moral line. From conducting job interviews to generating fashion models to writing bar exam questions, more and more companies are outsourcing tasks to AI -- tasks that carry social, intellectual, or ethical significance to human employees and consumers. This is not just about adopting a new tool. It is about replacing human involvement in moments that shape people's careers, opportunities, and identities. And when companies make this choice, it signals something about their character: that the people affected by their decisions are not worth the human time, care, or attention. My research examines how consumers perceive companies that outsource to AI, and finds that reactions go beyond doubting the algorithm's competence. Stay tuned for an upcoming Substack post on this work!