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.

Artificial intelligence, Consumer decision-making, Consumer dialogs, Consumer models, Digital marketing, Voice assistants
dx.doi.org/10.1007/s11002-020-09537-5, hdl.handle.net/1765/129703
Marketing Letters: a journal of research in marketing
Erasmus School of Economics

Dellaert, B.G.C, Shu, S.B, Arentze, T.A, Baker, T, Diehl, K, Donkers, A.C.D, … 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