Reluctant to Share

Despite the promise of a more sustainable and efficient economic model, the sharing economy has struggled to achieve widespread adoption. Reluctant to Share: How AI Can Rewire the Sharing Economy critically examines the psychological, social, and structural barriers that inhibit participation in collaborative consumption platforms—from trust deficits and behavioural resistance, to technological limitations. Drawing on interdisciplinary research, it offers a nuanced understanding of why consumers remain hesitant and how these challenges undermine the potential of peer-to-peer services, co-working spaces, and digital marketplaces.In response, the authors explore how artificial intelligence can serve as a transformative force to rewire the sharing economy. It demonstrates how AI technologies—such as intelligent trust systems, personalised recommendations, predictive analytics, and emotionally aware interfaces—can address user concerns, enhance platform efficiency, and foster inclusivity. Bridging behavioural science and innovation management, this timely volume provides actionable insights for entrepreneurs, technologists, and policymakers seeking to unlock the full potential of collaborative consumption.