Values tensions and values tradeoffs in the development of healthcare artificial intelligence technology: a conceptual model of decisions to create trustworthy technology

Value-action gaps may exist when values are endorsed due to external pressures, from low perceived behavioral control, or when values conflict with community norms or one another. In the context of developing healthcare artificial intelligence (AI), prosocial values like fairness and transparency are particularly important, yet they may clash with an instrumental value for profit. We recruited 185 healthcare AI developers (66.49% male, 58.92% White, Mage = 27.56) to examine facilitators and barriers of value-action congruence. Value endorsement, internalization, attitudes, norms, and message frequency were positively linked to behavioral intention to act in line with one’s values, while low perceived control and value tension were negatively associated with it. Findings highlight the need for organizational cultures that emphasize prosocial values.