May (A)I help? Consumers' Acceptance of AI-based Expert Services in a High Touch Context
(A2024-118218)

AUTHORS

Marie-Louise Glas, SRH Mobile University; Anna Rottenkolber, Dr. Grandel GmbH; Gabriel Duttler, Dr. Grandel GmbH; Frank Danzinger, Augsburg Technical University of Applied Sciences

ABSTRACT

This article examines the integration of AI-based expert services (AIES) in high-touch industries where human interaction is essential. It highlights the shift from product-centric to personalized experiences, emphasizing AI's role in enhancing these. Semi-structured interviews based on prototype testing were conducted in a beauty industry context. The study enhances traditional and AI acceptance models by acknowledging the co-creative nature of AIES, the pivotal role of personalization as a design element, as well as the trust/risk evaluation during a primary appraisal stage. Findings also suggest the prominence of perceived convenience over effort expectancy in a secondary appraisal stage. Based on the findings, an adapted AIDUA is presented. The study underscores the need for personalization and efficient, engaging AI services, while acknowledging limitations like reliance on personal judgment. It offers managerial implications for AI design and proposes future research directions.