“Oh my God, how can it get worse with AI?”

Efficiency, automation and better results. That’s often what companies aim for when they purchase AI services. But a new study shows that the most common approach can have the opposite effect – and cost companies dearly.

– It was a bit startling. We had to double and triple check everything. Oh my god, how could it get worse with AI, says Sebastian Krakowski.

He is a researcher at the Stockholm School of Economics and has recently published a study on how different results the same AI tool can have, depending on whether the tool is personalized or not. The study shows that poorly tailored technology not only risks being ineffective, but downright counterproductive.