ABSTRACT
There is a deep literature developing around the use of AI in better understanding consumer behaviour and in offering opportunities to promote changes in attitudes and indeed conduct. We make the case that pay-how-you-drive offers a tangible way to better understand how citizens might react to surveillance systems that penalise certain actions. Such systems are run by insurance companies, which remain among the most powerful disciplinary institutions in modern society. A qualitative analysis of semi-structured interviews reveal consumer attitudes to this practice in terms of such issues as privacy, transparency, the use of sanctions and the perceived fairness or unfairness of such surveillance systems. Overall, the paper offers some rich data on attitudes to an important aspect of what is often referred to as surveillance capitalism.
Jannusch, Tim and Ressel, Juliane and Völler, Michaele and Mullins, Martin, Consumer Reactions to AI Enabled Surveillance of Drivers: The Case of Pay as You Drive Insurance Products. Posted to SSRN 20 August 2025.
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