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The Wade Test: Generative AI and CEO Communication

By: Prithwiraj Choudhury, Bart S. Vanneste and Amirhossein Zohrehvand
  • Format:Print
  • | Language:English
  • | Pages:53
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Abstract

Can generative artificial intelligence (Gen-AI) transform the role of the CEO? This study investigates whether Gen-AI can mimic a human CEO and whether employees display aversion to Gen-AI communication. We present a framework of Gen-AI aversion that distinguishes between a strong form (unrelated to Gen-AI’s performance) and a weak form (related to Gen-AI’s performance), and potential Gen-AI failures. In a field experiment with a firm, we extend the idea of a Turing test (i.e., a computer mimicking a person), to the idea of AI mimicking a specific person, namely the CEO. We call this the “Wade test” and assess if employees can distinguish between communication from their CEO and communication generated by an AI trained on the CEO’s prior communications. We find that responses are correctly identified 59% of the time, slightly better than random chance. When employees believe a response is AI generated, regardless of its actual source, they perceive it as less helpful. A second study with a general audience, using public statements from CEOs and from an AI intended to mimic those CEOs, finds that AI-labeled responses (irrespective of their actual source) are rated as less helpful. Taken together, our findings provide evidence of strong algorithm aversion to the use of Gen-AI in CEO communication.

Keywords

Business or Company Management; AI and Machine Learning; Perception; Communication

Citation

Choudhury, Prithwiraj, Bart S. Vanneste, and Amirhossein Zohrehvand. "The Wade Test: Generative AI and CEO Communication." Harvard Business School Working Paper, No. 25-008, August 2024. (Revised May 2025.)

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