Consumer Response to the Use of AI in Value Co‐Creation in Online Communities—The Case of Nexus Mods

ABSTRACT The article draws on the theoretical framework of behavioral reasoning theory and online communities literature to examine how the inclusion of artificial intelligence (AI) is perceived by consumers when it is used during value co‐creation occurring outside of typical market logic. The study specifically focuses on a community built around the Nexus Mods platform, where consumers create and share mods (modifications) for video games, without involvement or governance from the games' developers. Adopting a mixed‐method approach, involving a quantitative study and netnographic research, the article shows that despite displaying anti‐AI bias, consumers are still willing to adopt AI mods. It also explores reasons for adoption (high quality, enriched experiences, more choice, novelty of AI, consumer empowerment, consumer resistance) and against adoption (low quality, “lack of soul,” negative social impact, ethical considerations, legal concerns, and lack of transparency). Finally, the article demonstrates how the context of the online community makes consumers more accepting of the use of AI, as it no longer serves the purpose of profit maximization by companies. Simultaneously, the inherent issues of AI, such as being strongly rooted in the exploitation of intellectual property and labor of artists and other actors, still prevent the technology from being accepted unanimously and unequivocally.