9.12 Artificial Intelligence

(Garvey, Kim, and Duhachek 2021)

• When engaging with an AI agent, consumers respond better in terms of increased purchase likelihood and satisfaction when a product or service offer is poorer than expected.

• Consumers are more likely to respond positively to a human representative if the offer is better than expected.

• When administering offers, AI agents are regarded to have weaker intentions than human agents, which explains for this result

• Marketers may anthropomorphize AI agents to reinforce their perceived intentions, giving them a way to get credit from customers when they make a better offer and avoid blame when they make a bad one.

References

Garvey, Aaron M., TaeWoo Kim, and Adam Duhachek. 2021. “EXPRESS: Bad News? Send an AI. Good News? Send a Human.” Journal of Marketing, December, 002224292110669. https://doi.org/10.1177/00222429211066972.