Presentation Information
[1Yin-A-11]Integrating Human-Centered Design and Behavioral Economics for Promoting Organizational Adoption of Enterprise AI AgentsA Field Randomized Controlled Trial using Nudge and Mental Model Design
〇Isao Shirai1, Yuzo Kusaka2, Ko Kawahira3, Ryouhei Iwashita3 (1. Novo Nordisk Pharma Ltd., 2. Sun Axel LLC., 3. ABEJA, Inc.)
Keywords:
Generative AI Agents,AI Adoption,Behavioral Economics,Field Experiment,Change Management
Sustaining AI habituation remains the "last mile" challenge in organizational transformation. Despite achieving a 93.8% baseline acceptance via Human-Centered Design (HCD), retention significantly drops during seasonal interruptions. We addressed this by conducting a field Randomized Controlled Trial (N=378) "in the wild." To isolate the psychological effect of framing, we devised a protocol ensuring strict "Information Equality" (identical functional content, distinct framing) across four groups. The experiment, spanning the year-end holidays, served as a resilience stress test. Results demonstrated that while functional approaches failed to re-engage users, the "Teammate" (anthropomorphic) framing achieved a "V-shaped recovery," recording a +13.5% net retention increase (p=0.0066). We conclude that while HCD establishes the functional foundation, engineering a "Social Contract" through behavioral nudges is essential for fostering long-term resilience.