Consumers are widely adopting Artificially Intelligent Voice Assistants (AIVAs). AIVAs now handle many different everyday tasks and are also increasingly assisting consumers with purchasing decisions, making AIVAs a rich topic for marketing researchers. We develop a series of propositions regarding how consumer decision making processes may change when moved from traditional online purchase environments to AI-powered voice-based dialogues, in the hopes of encouraging further academic thinking and research in this rapidly developing, high impact area of consumer-firm interaction. We also provide suggestions for marketing managers and policymakers on points to pay attention to when they respond to the proposed effects of AIVAs on consumer decisions.

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Marketing Letters: a journal of research in marketing

Dellaert, B.G.C, Shu, S.B, Arentze, T.A, Baker, T, Diehl, K, Donkers, A.C.D, … M. Steffel (Mary). (2020). Consumer Decisions with Artificially Intelligent Voice Assistants. Marketing Letters: a journal of research in marketing. doi:10.1007/s11002-020-09537-5