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How Important are Ethical Dilemmas to Potential Adopters of Autonomous Vehicles?

The Moral Machine Experiment (MME) reported large-scale public opinion about how AVs should make ethical decisions (e.g., how should AVs choose between protecting passengers vs. pedestrians if harm was unavoidable). But several academics and industry practitioners have decreed that such trolley-type dilemmas are essentially a distraction and should not be used as design inputs or for making policy about AVs. While both sides of this debate have speculated upon the usefulness of AV dilemmas, the opinion of the potential adopters has been ignored. In two studies it is found that people consider the AV ethical dilemma as significantly more important to address as compared to the other technical, legal, and ethical challenges facing AVs. This suggests that the skepticism about the MME and related approaches to gauge public opinion about AV ethics may be unwarranted.