Humans versus robots: a confrontation regarding shopping in the metaverse

Marie Haikel-Elsabeh () and Olivier Segard ()
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Marie Haikel-Elsabeh: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]
Olivier Segard: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]

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Abstract: The research deals with AI agents in the context of advertising and shopping and their interaction with humans in the Metaverse. The results of a qualitative study with in-depth individual interviews show that the functional effectiveness of AI is challenged by consumers' adverse emotional reactions to the agents.

Date: 2025-07-24
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Published in 2025 Global Marketing Conference, Global Alliance of Marketing & Management Associations (GAMMA), Jul 2025, Hong Kong, China

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05174113

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