Ai's trust Impact on Consumer Engagement Towards Brands: a Systematic Review
(A2025-126146)

AUTHORS

Julien Morange, CERGAM; Brigitte Müller, University of Toulon, IAE, Cergam; Isabelle Muratore, CERGAM, Toulon University

ABSTRACT

Abstract: This paper has for research problem how AI’s trust impact consumers engagement towards brands. It aims to better understand how to improve AI’s trust related impact on consumer engagement towards brands. It also aims to understand how to optimize AI’s use in views of its trust related impact on consumer engagement towards brands. The literature on AI’s trust impact on consumer engagement towards brand is rapidly expanding and present some contradictory findings. This research is a systematic review using the PRISMA protocol. The literature covering AI’s trust impact on consumer engagement towards brands has some conflicts. These conflicts come from the AI delivery vehicle types as well as the consumer-chatbot relationships and brand personality types. Additionally, consumers, brands, information and products specificities’ effect on the impact of AI on consumer engagement, brands and trust are sources of conflicting findings within the literature. Keywords: AI, Consumer Engagement, Brand Track: Product and Brand Management