Titre : [FORTHCOMING] Risk Denial in the Age of AI: A Counterfactual Approach in Service-Related Scenarios 

Auteurs : Samuele Meier
, Emmanuel Fragnière
, Magali Dubosson,  

Revue : Technology and Innovation 

Numéro : Forthcoming papers 

Volume :  

Date : 2026/03/19 

DOI : TBA 

ISSN : 2399-8571 

Résumé : Artificial intelligence (AI) is having an increasingly significant impact on society, offering benefits such as process optimisation and improved decision-making. However, its rapid adoption also poses under-assessed risks. This exploratory study examines risk denial, a cognitive bias whereby individuals fail to acknowledge the potential negative impacts of AI. Using a mixed-methods approach involving 13 semi-structured interviews and a pre/post quantitative design, the research explores how emotional disengagement and bias influence perceptions of AI risks. Key themes that emerged include resigned acceptance, threats to employment and privacy, and the need for regulation. Participants often felt powerless, viewing the rise of AI as inevitable and beyond individual control. The study therefore calls for stronger legal frameworks, ethical standards and public education to support informed decision-making. Counterfactual scenarios and real-world examples were employed to encourage reflection and assess attitude changes. The findings suggest that emotional distance and the normalisation of AI risks contribute to passive acceptance. This highlights the importance of fostering critical engagement and societal dialogue. However, given the small sample size, the findings are preliminary and are intended to inform future research. 

Éditeur : ISTE OpenScience