Consumers’ perception on artificial intelligence applications in marketing communication

Abstract

Purpose

This study aims to examine consumers’ perception of artificial intelligence (AI) and AI marketing communication.

Design/methodology/approach

Twenty in-depth interviews were conducted to collect data and phenomenological reduction was used to analyze data.

Findings

Findings suggest that consumers’ interpretation of AI is multidimensional and relational with a focus on functionality and emotion, as well as comparison and contrast between AI and human beings; consumers’ perception of voice-assisted AI centers on the aspects of function, communication, adaptation, relationship and privacy; consumers consider AI marketing communication to be unavoidable and generally acceptable; and consumers believe that AI marketing communication to be limited in its effect on influencing their evaluation of products/brands or shaping their consumptive behaviors.

Originality/value

According to the authors' knowledge, this study is the first research project to gauge consumers' perception on AI and AI marketing communication.

Citation

Chen, H., Chan-Olmsted, S., Kim, J. and Mayor Sanabria, I. (2022), "Consumers’ perception on artificial intelligence applications in marketing communication", Qualitative Market Research, Vol. 25 No. 1, pp. 125-142. https://doi.org/10.1108/QMR-03-2021-0040