People who like thinking things through resisted bad AI better

Workflow & automation

Reader Note:: Need for Cognition is a psychology scale for how much people tend to enjoy effortful thinking.
Evidence:: Experimental
Vendor interest:: None
Sample:: Three preregistered experiments with 1,372 total participants in pooled analysis; university lab and Prolific samples solving 7 CRT reasoning items, with participants randomly assigned to AI access and other conditions.

Good for

Backing budget and pricing decisions in similar situations.

Situations far from the one tested, without checking again.
This was measured in one market. It may not hold where you are.
The source never says when this data was collected. It could be considerably older than the publication date suggests.

10%

of organisations are realising significant ROI from agentic AI in Deloitte’s 2025 survey of 1,854 EMEA executives

24–56%

of marketing tasks are currently performed using AI or ML, rising to over half in three years according to US CMOs (2026 survey)

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

90% of CMOs are experimenting with AI but fewer than 10% have scaled it or realized value across marketing workflows

42.3%

of wrong AI answers were overridden with incentives and item-level feedback in Study 3 versus 20.0% in the control group

14%

average increase in sales productivity reported from using AI in marketing by US companies (2026 survey)

77% of brands say AI-assisted influencer campaigns perform better