The Old Moral Dilemma of "Me or You"

The paper addresses the complex implications of using AI when applied to the automotive industry (transferring responsibility for decisions from humans to machines). The study aims to understand behavioral intentions to use autonomous vehicles (AVs) by exploring how ethical issues influence customers' decisions. Based on an online survey and in-depth interviews with KOLs, the study sheds light on the factors that influence customer acceptance of AI in personal transportation and shows that individuals mainly focus on the concerns of AI and fail to perceive its potential benefits. The study contributes to the emerging debate on AI andmarketingwith reference to ethical issues and offers newinsights into Italian consumers' awareness and usage intention for both policy makers and AV producers.