Group 12 Topic: The Impact Of AI On Consumer Beh
No. Authors Research objectives/questions
1 Forbes Technology Council (2023) 1. How is AI influencing current and future
consumer expectations and
purchasing behavior?
2. How are companies adapting to
meet AI-driven consumer demands?
2 Hermann & Puntoni (2024) 1. How has AI evolved from predictive to
generative models in the past 15 years?
2. What are the implications of this evolution
for consumer behavior and marketing
strategies?
Mogaji and Jain (2024) 1.To explore how generative AI may
influence future consumer decision-making.
2.To conceptualize evolving patterns in
consumer behavior driven by AI tools.
4 Werner et al. 2024 1.Can conversational AI alter human choices
without users detecting manipulation?
2.How do consumers react when unaware
that AI suggestions are steering behavior?
5 BiglySales (2023) 1.To explain how AI tools like chatbots and
personalization engines impact buyer journeys.
2.To highlight trends in customer
engagement driven by AI.
On Consumer Behavior
Research gaps Theory
1. Lack of comprehensive understanding of No specific theory mentioned
how AI reshapes consumer behavior in real time
across industries.
1. Limited research on the impact of generative No specific theory mentioned
AI on consumer behavior
2. Need for differentiation between types of
generative AI and their specific influences on
consumers.
1.Lack of predictive frameworks for AI’s long-term Focuses on how generative
influence on consumer behavior. AI tools affect consumer
2.Insufficient understanding of AI's role in engagement and decision-making.
shaping trust and authenticity in marketing.
1. Little experimental evidence on Nudge theory and
AI’s persuasive capabilities. behavioral science.
2.Lack of research on unconscious influence by
language models.
General market-level understanding exists,
but lack of detailed discussion on Customer experience model; .
specific psychological effects. basic AI-human interaction
framework
Variables/Constructs Method/Context
IV = AI capabilities, personalization, Qualitative insight from industry
predictive analytics experts (practical/business
context)
DV = Consumer satisfaction,
loyalty, behavior
IV = Type of AI (Predictive AI, Literature review and conceptual
Convergent Thinking GenAI, analysis
Divergent Thinking GenAI)
DV = Consumer reactions, decision-
making processes, trust in AI systems,
behavioral changes
IV: Use of Generative AI Conceptual article,
MOD: DV: Consumer behavior drawing on existing literature
and engagement and theoretical exploration.
IV:Subtle suggestions from AI. Experimental; randomized
controlled trials with
(DV): Consumer choices/preferences.
text-based interactions.
DV: Consumer engagement and Opinion/insight-based;
satisfaction industry-focused observations.
MED: Perceived convenience
Key findings
AI is accelerating consumer demand for real-time personalization,
predictive service, and convenience. Businesses must shift toward
proactive experiences powered by AI, or risk becoming obsolete.
Companies that successfully leverage AI to enhance experience
tend to build stronger loyalty and market relevance.
The study delineates the progression from predictive Al to
generative AI, introducing concepts of Convergent Thinking GenAl
(domain-specific, task-oriented) and Divergent Thinking GenAI
(domain-general, creative tasks). It highlights that while predictive
AI has been extensively studied, generative AI's impact on
consumer behavior is less understood. The paper emphasizes
the need for businesses to comprehend these distinctions to
effectively integrate AI into marketing strategies and anticipate
consumer responses.
Generative AI is expected to change consumer decision-making by offerin
more personalized options, but it may also cause decision fatigue.
Consumers might question the authenticity of AI-generated content,
and their response may depend on their familiarity with AI technology.
The study found that conversational AI can influence consumer choices
hrough subtle suggestions,even without the users realizing it.
This shows AI's persuasive power and raises ethical concerns
about manipulation.
AI tools like chatbots and recommendation engines help improve customer
satisfaction and engagement. However, consumers are becoming more a
of privacy issues, so businesses need to use AI ethically and transparently
Limitation/Suggestion for future research
Future research could explore long-term consumer
trust in AI systems and the ethical implications of
hyper-personalized marketing.
Future research should empirically investigate consumer
interactions with different types of generative Al,
explore ethical considerations surrounding AI-generated
content, and assess long term effects of AI evolution on
consumer trust and behavior.
Future studies should explore how consumers differentiate
AI vs human-generated messages.
The study was conducted in a controlled environment,
which may not fully represent how consumers behave
in real-life settings, and it did not explore long-term effects.
As an industry-based article, it lacks academic rigor and
empirical evidence, and it mostly presents surface-level
nsights without detailed data analysis.
Reference
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