Artificial intelligence-enabled technologies in global markets: A review of consumer trust and decision-making across developed and emerging economies
(A2025-129434)

AUTHORS

Alaa Dighriri, University of Strathclyde; Keith Pyper, University of Strathclyde; Matthew Alexander, University of Strathclyde

ABSTRACT

The widespread adoption of artificial intelligence-enabled technologies (AI-ETs) is transforming consumer behaviour. Consumer trust in AI-ETs is pivotal in shaping consumer decision-making processes, attitudes, and behaviours toward these technologies. However, a lack of consensus exists on what factors influence consumer trust in AI-ET alongside a limited knowledge about the potential role of cultural factors between economies. The authors systematically review and critically evaluate the existing literature on factors influencing consumer trust in AI-ETs and consequences on decision-making. By synthesising review findings, the authors demonstrate there has been a lack of cross-cultural work and reveal theoretical, methodological, and contextual inconsistencies throughout the extant literature. The review reveals significant gaps in knowledge and offers a roadmap for promising avenues of future research emphasising the need for cross-cultural and contextspecific empirical studies.