Consumers’ perception on artificial intelligence applications in marketing communication

Purpose This study aims to examine consumers’ perception of artificial intelligence (AI) and AI marketing communication. Design/methodology/approach Twenty in-depth interviews were conducted to collect data and phenomenological reduction was used to analyze data. Findings Findings suggest that consumers’ interpretation of AI is multidimensional and relational with a focus on functionality and emotion, as well as comparison and contrast between AI and human beings; consumers’ perception of voice-assisted AI centers on the aspects of function, communication, adaptation, relationship and privacy; consumers consider AI marketing communication to be unavoidable and generally acceptable; and consumers believe that AI marketing communication to be limited in its effect on influencing their evaluation of products/brands or shaping their consumptive behaviors. Originality/value According to the authors' knowledge, this study is the first research project to gauge consumers' perception on AI and AI marketing communication.