AI-related attitude segments in Hungary
How personal values influence the way we perceive the technology
DOI:
https://doi.org/10.14267/VEZTUD.2026.03.01Keywords:
artificial intelligence, attitude, segment, valueAbstract
The diffusion of AI-based technologies generates both new opportunities and challenges for society, which directly affects user attitudes. The aim of this study is to empirically test the applicability of the General Attitudes Towards AI Scale (GAAIS) in the Hungarian population and to identify attitude-based segments, along with their value-oriented profiles. Data collection took place in autumn 2024, resulting in a sample of n=415. The online questionnaire included demographic items and validated scales (GAAIS, PVQ21). The findings reveal three distinct attitude segments, which differ along individual value orientations. Among members of the Positive segment, the core values are Universality, Stimulation, and Hedonism, whereas in the Negative segment, Self Direction and Tradition emerge as the primary value dimensions. In the case of the Ambivalent segment, the dominant values are Power, Security, Conformity, and Tradition. These results provide a basis for further analyses and strategy development, while enriching the academic discourse on AI attitudes.
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