Rights statement: The final, definitive version of this article has been published in the Journal, Journal of Marketing, 85 (1), 2021, © SAGE Publications Ltd, 2020 by SAGE Publications Ltd at the Journal of Marketing page: https://journals.sagepub.com/home/jmx on SAGE Journals Online: http://journals.sagepub.com/
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Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - Consumers and Artificial Intelligence
T2 - An Experiential Perspective
AU - Puntoni, Stefano
AU - Reczek, Rebecca Walker
AU - Giesler, Markus
AU - Botti, Simona
N1 - The final, definitive version of this article has been published in the Journal, Journal of Marketing, 85 (1), 2021, © SAGE Publications Ltd, 2020 by SAGE Publications Ltd at the Journal of Marketing page: https://journals.sagepub.com/home/jmx on SAGE Journals Online: http://journals.sagepub.com/
PY - 2021/1/1
Y1 - 2021/1/1
N2 - Artificial intelligence (AI) helps companies offer important benefits to consumers, such as health monitoring with wearable devices, advice with recommender systems, peace of mind with smart household products, and convenience with voice-activated virtual assistants. However, although AI can be seen as a neutral tool to be evaluated on efficiency and accuracy, this approach does not consider the social and individual challenges that can occur when AI is deployed. This research aims to bridge these two perspectives: on one side, the authors acknowledge the value that embedding AI technology into products and services can provide to consumers. On the other side, the authors build on and integrate sociological and psychological scholarship to examine some of the costs consumers experience in their interactions with AI. In doing so, the authors identify four types of consumer experiences with AI: (1) data capture, (2) classification, (3) delegation, and (4) social. This approach allows the authors to discuss policy and managerial avenues to address the ways in which consumers may fail to experience value in organizations’ investments into AI and to lay out an agenda for future research.
AB - Artificial intelligence (AI) helps companies offer important benefits to consumers, such as health monitoring with wearable devices, advice with recommender systems, peace of mind with smart household products, and convenience with voice-activated virtual assistants. However, although AI can be seen as a neutral tool to be evaluated on efficiency and accuracy, this approach does not consider the social and individual challenges that can occur when AI is deployed. This research aims to bridge these two perspectives: on one side, the authors acknowledge the value that embedding AI technology into products and services can provide to consumers. On the other side, the authors build on and integrate sociological and psychological scholarship to examine some of the costs consumers experience in their interactions with AI. In doing so, the authors identify four types of consumer experiences with AI: (1) data capture, (2) classification, (3) delegation, and (4) social. This approach allows the authors to discuss policy and managerial avenues to address the ways in which consumers may fail to experience value in organizations’ investments into AI and to lay out an agenda for future research.
KW - AI
KW - alienation
KW - artificial intelligence
KW - customer experience
KW - discrimination
KW - privacy
KW - replacement
KW - technology marketing
U2 - 10.1177/0022242920953847
DO - 10.1177/0022242920953847
M3 - Journal article
AN - SCOPUS:85092484981
VL - 85
SP - 131
EP - 151
JO - Journal of Marketing
JF - Journal of Marketing
SN - 0022-2429
IS - 1
ER -