Artificial Intelligence and Consumer Psychology

This chapter reviews the emerging literature on consumer interactions with artificial intelligence (AI) in marketing. Over the past decade, the rapid proliferation of AI technology has dramatically altered how businesses deliver products and services to consumers, giving rise to a groundswell of research. Consumer research has revealed important differences in attitudes and behaviors resulting from AI interactions as compared to human to human interactions. First, the chapter reviews domains where AI interactions are preferred as compared to domains where consumers are more averse to AI interactions. Next, the chapter identifies key process mechanisms that have been identified linking AI with key consumer outcomes. The chapter concludes with the enumeration of predictions about future directions for AI research in consumer behavior and marketing.