Toward Meaningful Transparency for AI Chatbots: Disclosing Persuasive Intent Reduces Persuasion
Adrian Rauchfleisch, Andreas Jungherr
Stop treating 'AI disclosure' as a single intervention. Identity labels are theater. If you want to blunt persuasive AI, disclose what it's trying to do, not just what it is. Regulators: rewrite your transparency rules accordingly.
Regulators mandate AI disclosure, but nobody knows if labeling a chatbot as 'AI' actually changes its persuasive power. The assumption is that transparency matters—but which kind?
Method: A preregistered experiment with 1,500 UK adults tested two disclosure types against a persuasive chatbot. Disclosing AI identity alone had no effect: the chatbot shifted attitudes by 13.1 points versus 12.6 points in the control. But disclosing persuasive intent and instructions cut persuasion in half to 6.3 points. Participants also judged the campaign's methods as less acceptable and supported stronger penalties.
Caveats: Tested on policy attitudes in short conversations. Longer interactions or different domains may differ.
Reflections: Does intent disclosure remain effective after repeated exposure, or do users habituate? · Would disclosing training objectives (e.g., 'optimized for engagement') produce similar effects? · How does intent disclosure interact with user trust in the deploying organization?