The Double-Edged Sword of Artificial Intelligent (AI) Agents: An Examination of the Effectiveness of AI Agents

Sayson et al discuss their study on the impact of artificial intelligence (AI) agents on consumer behavior, particularly in the context of prosocial decision-making and consumer vulnerability. The results revealed that consumers feel less guilty about not complying with requests from AI agents compared to human agents. Consumers perceive AI agents as having less self-serving motives compared to human agents. AI agents can be more effective in encouraging prosocial behavior, such as donating to charity or choosing environmentally friendly options. AI agents may be particularly effective in influencing vulnerable consumers, as they can be less susceptible to social pressure and persuasion tactics. Marketers can leverage AI agents to promote positive social change and encourage sustainable consumption.