Interview Large language models stumble when trying to sway buyers with moral arguments, according to research from the SGH Warsaw School of Economics and Sakarya Business School.

"Our research suggests that people respond to an AI-generated message based on their knowledge of AI's possibilities and limitations," first author Wojciech Trzebiński told The Register , in reference to a recently published study that found moral arguments pushing buyers toward Fair Trade products were less convincing to those who did not believe in the "superiority" of artificial intelligence over humans.

"Such knowledge may be useful and valid. For example, people are likely to believe that machines (such as AI-enabled chatbots) are not capable of judging what is moral and immoral."

Trzebiński and colleague

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