Exploring the Public Perception towards Artificial Intelligence: Generation Z’s ‘Narrative’

Applications are invited for a self-funded, 3 year full-time or 6-year part-time PhD project.

The PhD will be based in the School of Organizations, Systems and People within the Faculty of Business and Law and will be supervised by Dr Aamir Amin, Dr Zeeshan Bhatti and Professor Mark Xu.

The work on this project could involve:

• Interdisciplinary research across social science, psychology and Artificial Intelligence 
• A critical and thorough examination of the status of research and practice in the domain
• Development theoretical constructs and model 
• Publishing of top-quality journals/international conference and developing relevant grant application

Project description

In today's rapidly evolving technological landscape, the integration of Artificial Intelligence (AI) into daily life is becoming increasingly common. However, alongside these advancements, there exists a complex web of perceptions, narratives, and imaginaries surrounding its adoption and implications. These public perceptions are influenced by various stakeholders, including media companies, governments, celebrities, and researchers. According to Sartori and Bocca (2023), individuals' attitudes play a crucial role in shaping the sociotechnical imaginaries that drive technological advancement. For example, public perceptions significantly influence the development of military robotics and associated regulations (Lin et al., 2008). Similarly, diverse social groups have shaped the decentralized network infrastructure of the internet since the 1970s (Levy 1984; Barbrook & Cameron, 1995). Understanding public perception is essential for AI developers to comprehend the values of end-users and address their concerns (Sartori & Bocca, 2023). Additionally, hopes and fears regarding AI scenarios significantly shape public attitudes towards the technology (Cave & Dihal, 2019). Exploring the social aspects of AI is crucial, including understanding how individuals embrace new technologies and how their perceptions evolve (Sartori & Bocca, 2023). This can provide insights into the intricate relationship between technology and society. Moreover, the public's perception of AI is crucial in determining its deployment, development, and regulation (Cave & Dihal, 2019).

According to Chan and Lee (2023), Gen Z's traits are molded by advancements in information technologies, social changes, and economic uncertainties. With AI leapfrogging in their era, it is more than obvious that Generation Z will determine the usage, adoption, application and even the policy related to AI in different spheres of life. 

Based on the above and drawing upon insights from various scholarly works, including Sartori and Theodorou (2022), Lin et al. (2008), and Cave and Dihal (2019), this research seeks to address the critical need for understanding how the Gen Z perceives AI and how these perceptions may influence its future trajectory. The research will have significant implications for policymakers, AI developers as well as the general public. 

General admissions criteria

You'll need a good first degree from an internationally recognized university (minimum upper second class or equivalent, depending on your chosen course) or a Master’s degree in an Information Systems/Information Technology/Social Sciences. In exceptional cases, we may consider equivalent professional experience and/or qualifications. English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.

Specific candidate requirements

Candidates with some knowledge of social science studies are preferred. 

How to Apply

We’d encourage you to contact aamir.amin@port.ac.uk to discuss your interest before you apply, quoting the project code.

When you are ready to apply, you can use our online application form. Make sure you submit a personal statement, proof of your degrees and grades, details of two referees, proof of your English language proficiency and an up-to-date CV. Our ‘How to Apply’ page offers further guidance on the PhD application process. 

Please also include a research proposal of 1,000 words outlining the main features of your proposed research design – including how it meets the stated objectives, the challenges this project may present, and how the work will build on or challenge existing research in the above field. 

If you want to be considered for this funded PhD opportunity you must quote project code OS&P5021025 when applying. Please note that email applications are not accepted.