# The Impact of AI and Model-Based Algorithms on Human Behavior The role of AI algorithms in demand planning and human reactions examined. - **Source:** [Journal of Operations Management](https://onlinelibrary.wiley.com/journal/18731317) - **Published:** 2026-07-02 - **Topic:** [Data & AI](https://brifing.si/c/data-ai) - **Original article:** - **On Brifing:** https://brifing.si/s/179185b2-95e7-4a30-ab57-3ba3712f65bd ## AI and Model-Based Algorithms A study was conducted on the role of AI and model-based algorithms in demand planning and how they affect human behavior. This research examines how algorithm type and performance influence users' forecast adjustments. ## Laboratory Experiments Two laboratory experiments showed that algorithm type has no significant direct effect independent of performance. However, users were observed to make more adjustments for AI-based algorithms. ## Field Experiment In a large field experiment with approximately 575,000 observations, users made significantly greater adjustments for AI-based algorithms. This highlights the impact of AI on human behavior. ## Algorithm Performance Algorithm performance, whether low or improving, has a significant direct effect on user adjustments. Users adapt their behavior according to the algorithm's performance. ## Response to Low Performance Both laboratory and field experiments showed stronger responses to low performance from AI-based algorithms. This demonstrates the unique impact of AI on humans. ## Conclusion and Importance This study reveals the complex effects of AI-based algorithms on human behavior. It demonstrates the value of signaling theory in understanding human-AI collaboration. ## Sources covering this story - https://onlinelibrary.wiley.com/doi/10.1002/joom.70045?af=R — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._