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EMAC 2024 Annual


Navigating Human-AI Dynamics: Insights from Contemporary Consumer Research
(A2024-119790)

Published: May 28, 2024

AUTHORS

Melanie Clegg, Vienna University of Economics and Business; Tim Doering, Maastricht University; Yue Zhang, Rotterdam School of Management; Meike Zehnle, University of St.Gallen, Institute of Behavioral Science and Technology

ABSTRACT

Research increasingly documents the remarkable accomplishments of artificial intelligence (AI), which often surpasses human capabilities in design, communication, and problem-solving tasks. However, the success of each technology critically hinges on the broad acceptance on the user side. Consumer research contributes to these new developments by investigating how human-AI collaborations can be optimized and AI aversion can be minimized. This special session curates four advanced papers delving into such questions. Applying various theoretical lenses and methodologies, the papers cover contemporary use cases of AI in consumer contexts, ranging from consumer interactions with generative AI to perceptions of AI in art creation and social contexts: The first paper, “AI Creativity: Studying Effects of Similarity in Co-Work with Generative AI,” by Clegg, Bravin, Hofstetter, Fuchs, and Schamp explores creative collaboration of humans with generative AI tools. Based on analyses of more than three million user-AI interactions and experimental evidence with a customized generative AI tool, the authors show that high similarity of AI solutions induces a converging mindset and leads to more successful human-AI creations. The second paper “Artificial Aesthetics: Exploring Consumer Perceptions of AI-Created Art” by Döring, Finken, Chae, and Efendić explores perceptions of AI- versus human-generated art. Five studies show AI-generated art has lower meaning due to its inherent lack of intentional or design stance. AI-created artwork lacks meaning and reduces monetary value. The research emphasizes the enduring belief in the unique value of human creativity in the artistic domain. In the third paper “Giving Algorithms a Human Touch: Highlighting Human Input Increases Perceived Helpfulness of Algorithmic Advice,” Zhang, Tuk, and Klesse test how highlighting human input influences perceived helpfulness of algorithmic advice. Five studies (N = 3,780), including one field study, provide converging evidence that human input increases the acceptance of algorithmic advice, which is explained by increased subjective understanding. The fourth paper “The Age of Artificial Friends: How Do AI-Based Social Companions Affect Human-Human Interactions?” by Finken, Zehnle, and Mende studies perceptions of individuals interacting with AI companions. While AI companions should help overcome loneliness, this research reveals in a series of experimental studies that people are less inclined to interact with a person that engages with AI companions. This effect is explained by perceived deficiency in social skills and moderated by interaction purpose. Together, these four papers address questions related to AI in cutting-edge consumer contexts. Given the timeliness of the included papers, we believe that this this special session will attract consumer researchers with an interest in AI and inspire more interdisciplinary research in the growing field of consumer-AI interactions.