An analysis found that for generative artificial intelligence (AI) services to take root across society, the key is building trust that lets users feel real utility beyond initial curiosity and reduces anxiety about errors.
Korea Information Society Development Institute (KISDI) in a report published on the 2nd, titled "An exploratory study on the antecedents of adopting generative artificial intelligence services," examined the factors behind continued use of and churn from Generative AI.
According to the report, Generative AI is spreading rapidly by foregrounding its content creation capabilities, but the group that uses it consistently is relatively concentrated in certain age groups and occupations. The research team cited trust, perceived usefulness, and interaction experiences—rather than mere accessibility—as the factors that determine continued use after the initial adoption stage.
In particular, it analyzed that when the expense users must devote to additional verification grows due to inaccurate answers and hallucinations produced by AI, service utility declines and, ultimately, is likely to lead to churn. Conversely, experiences such as personalized answers, conversations that understand context, and emotional rapport acted as factors that raise the intention to continue using the service.
Joo Sung-hee, a research fellow at KISDI, said policy design should reflect user experiences and that creating a trustworthy AI environment is important for users who feel both usefulness and anxiety.
KISDI also said technology diffusion policies should shift from simple distribution to experience management, proposing measures such as managing hallucinations, strengthening transparency, tailored digital literacy education, and establishing organization-level usage standards.