Moral Risk Awareness and AI Adoption: Integrating Technological Acceptance and Moral Foundation Theories

This article focuses on understanding moral risk awareness in the adoption of artificial intelligence (AI) technologies. We integrate two methodological frameworks combining the Technology Acceptance Model with Moral Foundations Theory through a three-pronged analytical approach and examine cross-cultural surveys using Bayesian statistics. The research examines how emerging AI technologies influence issues of unfairness, loss of privacy, erosion of autonomy, cultural erosion, rising environmental costs, and disruption of social order and harmony. The goals are, first, to understand the moral risk awareness that comes with AI technology, and second, to enhance AI governance by providing valuable insights for countries and organizations worldwide in their efforts to harmonize AI innovations with social good while respecting the moral foundations that drive public acceptance versus resistance to AI.