This research stream explores how Ai applications and other disruptive technologies may influence individual perceptions and behaviors in different industries. With a focus on ethical and social consequences, current projects analyze a variety of AI applications ranging from responses to social and service robots, immersive technologies and virtual avatars in consumption and social contexts.

Projects related to this stream

• Data sensitivity and the human body, embodied technology and its impact on human experiences.
• Controversial use of AI at the individual level, AI competency (learning), ethical implications (reinforcing stereotypes etc) and its impact on individuals.
• Ethical, social, and psychological consequences of interactions with AI-enabled technologies and immersive technologies in consumption contexts.
• Understanding users´ perceptions of and attitudes towards AI-generated advice
• Automating influence: consumer responses to virtual influencers and well-being implications.

Recent contributions of this research stream

Blasco-Arcas, L.,& Lee, H. H. M., How to prioritise humans in artificial intelligence design for business
Brauner, S., Murawski, M., & Bick, M., The development of a competence framework for artificial intelligence professionals using probabilistic topic modeling
Dong, C., Bharambe, S., & Bick, M., Why Do People Not Install Corona-Warn-App? Evidence from Social Media
Gao, Y. & Hahn, J., The Impact of ChatGPT on People’s Engagement with Online Advice Communities
Gonçalves, A. R., Pinto, D. C., Gonzalez-Jimenez, H., Dalmoro, M., & Mattila, A. S., Me, Myself, and My AI: How artificial intelligence classification failures threaten consumers’ self-expression
Gonzalez-Jimenez, H., & Costa Pinto, D., Can AI robots foster social inclusion? Exploring the role of immersive augmentation in hospitality
Hermann, E. & Puntoni, S., Artificial Intelligence and Consumer Behavior: From Predictive to Generative AI
Hermann, E., Williams, G. Y., & Puntoni, S., Deploying artificial intelligence in services to AID vulnerable consumers
Hoang, C., & Ng, S., The facilitating effect of physiological self‐tracking on organ donation
Hoang, C., & Tran, H. A., Robot cleaners in tourism venues: The importance of robot-environment fit on consumer evaluation of venue cleanliness
Lee, H. H. M., & Blasco-Arcas, L., I don’t envy you: Exploring the effects of human vs virtual social media influencers on consumer well-being
Lima, V. & Belk, R., Human enhancement technologies and the future of consumer well-being
Rancati, G., & Maggioni, I., Neurophysiological responses to robot–human interactions in retail stores

This research stream focuses in organizations and organizational implications of the adoption and deployment of AI and other related technologies. It addresses managerial tensions related to the ethical and social consequences of AI implementation.

Projects related to this stream

• Top execs' and executive boards' role in responsible AI implementation
• Ethical, social, and psychological consequences of interactions with AI-enabled technologies and immersive technologies in organizational contexts.
• Managing the tensions between business / marketing objectives (e.g., customer satisfaction) and social/ethical objectives (e.g., reducing inequalities, countering negative stereotypes, increasing justice): moving from trade-offs to win-win situations

Recent contributions of this research stream

Blasco-Arcas, L., Lee, H. H. M., Kastanakis, M. N., Alcañiz, M., & Reyes-Menendez, A., The role of consumer data in marketing: A research agenda
Dong, C. & Li, D., Achieving Economic and Environmental Sustainability with Supply Chain Contracts
Dong, C., Saxena, A., Bick, M., & Sabia, A., On the Journey to AI Maturity: Understanding the Role of Enterprise Artificial Intelligence Service
Hoang, C., Liu, X.Y., & Ng, S., From Premium to Mass: How Service Robots Shifts Brand Premiumness
Liang, Y., Liu, Wl., Li, K., Dong, C., & Lim, M., A co-opetitive game analysis of platform compatibility strategies under add-on services
Li, Y.Q., Blasco-Arcas, L., & Lee, H. H. M., Computer vision in branding: conceptualization, typology, and future agenda
Mimoun, L., Trujillo-Torres, L., & Sobande, F., Social emotions and the legitimation of the fertility technology market

This research stream takes a macro view to address aspects related to the impacts of AI and related technologies at the system level. Hence, research in this area addresses the consequences of technology implementation in societal sustainable development and potential intended and unintended consequences.

Projects related to this stream

• Impact on societal development and well-Being from interactions with AI or other emerging tech.
• Towards responsible AI implementation practices in Marketing: a systemic view on AI ethics
• AI governance and its implications in social development

Recent contributions of this research stream

Blasco-Arcas, L., Lee, H. H. M., Kastanakis, M. N., Alcañiz, M., & Reyes-Menendez, A., The role of consumer data in marketing: A research agenda
Dong, C. & Li, D., Achieving Economic and Environmental Sustainability with Supply Chain Contracts
Chesterman, S., Gao, Y., Hahn, J., & Sticher, V., The Evolution of AI Governance
Gonzalez-Jimenez, H., Taking the fiction out of science fiction: (Self-aware) robots and what they mean for society, retailers and marketers
Hermann, E., De Freitas, J., & Puntoni, S., Reducing Prejudice with Counter-Stereotypical AI
Hermann, E., Leveraging artificial intelligence in marketing for social good - An ethical perspective
Ulusoy, E., Vicdan, H., Ekici, A., Tillotson, J. S., Hong, S., & Mimoun, L., Participatory Food Provisioning via Emerging Technologies: Revisiting Prosumption and Value Creation Beyond the Anthropocene
Vicdan, H., Ulusoy, E., Tillotson, J., Ekici, A., Hong, S., & Mimoun, L., Analyzing the Transformative Potentials of Food Prosumption Symbiosis: Implications on Market System Dynamics