Being Human in the Age of AI

Stefano Puntoni and Klaus Wertenbroch

Journal of the Association for Consumer Research, 2024, vol. 9, issue 3, 235 - 240

Abstract: The growing diffusion of automation in the marketplace affects consumers in two ways. First, marketing activities such as pricing and customer support are increasingly being automated; this automation of marketing activities has profound effects on consumer welfare and well-being. Second, various aspects or types of consumption activities are also being automated; users may automate elements of writing tasks using large language models (LLMs), they may outsource product search to recommender systems, or they may adopt autonomous features in products (e.g., self-driving cars). This JACR issue on Automation of Marketing and Consumption brings together an exciting set of researchers to explore these topics. In this introduction, we reflect on the role of automation in creating value for both consumers and firms, highlight the themes running through the articles in this issue, and offer reflections on possible directions for future research on consumer behavior and psychology in the face of automation and, in particular, artificial intelligence (AI).

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://dx.doi.org/10.1086/730788 (application/pdf)
http://dx.doi.org/10.1086/730788 (text/html)
Access to the online full text or PDF requires a subscription.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ucp:jacres:doi:10.1086/730788

Access Statistics for this article

More articles in Journal of the Association for Consumer Research from University of Chicago Press
Bibliographic data for series maintained by Journals Division ().