Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research

Summary, in English

While consumer engagement (CE) in the context of artificially intelligent (AI-based) technologies (e.g., chatbots, smart products, voice assistants, or autonomous cars) is gaining traction, the themes characterizing this emerging, interdisciplinary corpus of work remain indeterminate, exposing an important literature-based gap. Addressing this gap, we conduct a systematic review of 89 studies using the Preferred Reporting Items for Systematic reviews and Meta-Analyses (PRISMA) approach to synthesize the AI-based CE literature. Our review yields three major themes of AI-based CE, including (i) Increasingly accurate service provision through AI-based CE; (ii) Capacity of AI-based CE to (co)create consumer-perceived value, and (iii) AI-based CE's reduced consumer effort in their task execution. We also develop a conceptual model that proposes the AI-based CE antecedents of personal, technological, interactional, social, and situational factors, and the AI-based CE consequences of consumer-based, firm-based, and human-AI collaboration outcomes. We conclude by offering pertinent implications for theory development (e.g., by offering future research questions derived from the proposed themes of AI-based CE) and practice (e.g., by reducing consumer-perceived costs of their brand/firm interactions).

• Author: Linda Hollebeek; Choukri Menidjel; Marko Sarstedt; Johan Jansson; Sigitas Urbonavicius
• Department/s: Marketing
• Publishing year: 2024-01-04
• Language: English
• Publication/Series: Psychology and Marketing
• Links: http://dx.doi.org/10.1002/mar.21957
• Document type: Journal article review
• Publisher: Wiley
• Topic: Business Administration
• Keywords: artificial intelligence; consumer engagement; PRISMA; systematic review
• Status: Epub
• Project: Lund Brand Management Group
• ISBN/ISSN/Other: ISSN: 0742-6046