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EMAC 2023 Annual

Artificial Intelligence and Decision Autonomy In Streaming Platforms

Published: May 24, 2023


Ana Rita Gonçalves, Nova Information Management School; Diego Costa Pinto, NOVA Information Management School; Saleh Shuqair, University of the Balearic Islands; Anna Mattila, School of Hospitality Management, Pennsylvania State University, University Park, Pennsylvania, USA


Drawing on the expectation–confirmation theory and autonomy in AI, this research investigates how AI-based choices (vs. own choice) have detrimental effects on consumers' autonomy. A series of experimental studies suggest that AI choices reduce consumer satisfaction, highlighting the underlying mechanism of performance expectancy. In addition, while a mismatch in AI decision-making (i.e., a disjoint between consumers' preferences and AI choices) might backfire, the negative effects of AI decision-making on consumers' outcomes are mitigated when AI choices match consumers' preferences. By doing so, we make significant theoretical and practical contributions to research on consumers' sense of autonomy while interacting with AI.