Analysis of the Impact of Generative Artificial Intelligence on Digital Consumer Behavior

In recent years, marketing management has been positively impacted by the emergence of new technologies such as data analytics, robotics, and artificial intelligence. In response to this trend, organizations have been adapting by adopting digital marketing technology tools, particularly those based on artificial intelligence (AI) models, especially Generative Artificial Intelligence (GAI, or Gen AI). Furthermore, the rapid and widespread adoption of m-commerce, retail, and—in particular—social media applications must be considered. This scenario presents a growing interaction between applications and users mediated by the use of these AI tools; therefore, the challenges and impacts of their widespread application on consumers’ individual and social behaviors must be prioritized. This opens up a field of action for the Research into the level of awareness, the extent and types of use of these tools, the potential development of psychological dependence on these generative AI solutions, as well as the effect that different levels of personalization of these communications—using Gen AI-based tools—would have on user behavior. For example, one can identify the effect that an AI-generated voice would have compared to a human voice in different brand communication contexts within digital environments, taking into account variables such as communicative intent, the speaker’s gender, or the emotional component of this auditory communication.

digital marketing, artificial intelligence, online consumer behavior, customer experience, social media marketing.

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