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 dialogs, 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
Erasmus School of Economics

Dellaert, B., Shu, S. B., Arentze, T., Baker, T., Diehl, K., Donkers, B., … Steffel, M. (Mary). (2020). Consumer decisions with artificially intelligent voice assistants. Marketing Letters: a journal of research in marketing. doi:10.1007/s11002-020-09537-5