Sociocultural factors influencing familiarity, comfort and trust in AI-powered data collection tools in Nigeria

This study examines the perceptions of AI-powered data collection tools for social research in Nigeria’s digitally fragmented society. Using a quantitative survey of 105 respondents across diverse settlements and regions, informed by the AI-Device User Acceptance (AIDUA) model, it examines how sociocultural factors influence familiarity, comfort and trust. Findings show that comfort with AI correlates strongly with higher education (p < 0.001, Eta = 0.566) and religion (p < 0.001, Eta = 0.476). A major urban-rural comfort divide exists (68.8% vs. 33.3.%). Familiarity is significantly higher among urban residents and varies by age and education. Notably, trust was higher among rural respondents and the few Hausa/Fulani samples whose data were analyzed. Key ethical concerns included privacy risks and data misuse. Regression analysis showed neither familiarity (B = 0.117, p = 0.754) nor comfort (B = 0.176, p = 0.639) significantly predicted trust (R2 = 0.003, F (2, 102) = 0.156, p = 0.856). The study concludes that culturally tailored frameworks that consider local language, community leaders’ acceptance and legitimate institutional affiliation are essential to bridge the acceptance gap. This study contributes to the scholarship by expanding the AIDUA to include unique cultural factors and institutional roles in a Global South context.