AI credibility and consumer-AI experiences: a conceptual framework

Abstract

Purpose

This study aims to conceptualize the relationship of perceived artificial intelligence (AI) credibility with consumer-AI experiences. With the widespread deployment of AI in marketing and services, consumer-AI experiences are common and an emerging research area in marketing. Various factors affecting consumer-AI experiences have been studied, but one crucial factor – perceived AI credibility is relatively underexplored which the authors aim to envision and conceptualize.

Design/methodology/approach

This study employs a conceptual development approach to propose relationships among constructs, supported by 34 semi-structured consumer interviews.

Findings

This study defines AI credibility using source credibility theory (SCT). The conceptual framework of this study shows how perceived AI credibility positively affects four consumer-AI experiences: (1) data capture, (2) classification, (3) delegation, and (4) social interaction. Perceived justice is proposed to mediate this effect. Improved consumer-AI experiences can elicit favorable consumer outcomes toward AI-enabled offerings, such as the intention to share data, follow recommendations, delegate tasks, and interact more. Individual and contextual moderators limit the positive effect of perceived AI credibility on consumer-AI experiences.

Research limitations/implications

This study contributes to the emerging research on AI credibility and consumer-AI experiences that may improve consumer-AI experiences. This study offers a comprehensive model with consequences, mechanism, and moderators to guide future research.

Practical implications

The authors guide marketers with ways to improve the four consumer-AI experiences by enhancing consumers' perceived AI credibility.

Originality/value

This study uses SCT to define AI credibility and takes a justice theory perspective to develop the conceptual framework.

Citation

Khan, A.W. and Mishra, A. (2024), "AI credibility and consumer-AI experiences: a conceptual framework", Journal of Service Theory and Practice, Vol. 34 No. 1, pp. 66-97. https://doi.org/10.1108/JSTP-03-2023-0108