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The Behavioural Impact of Artificial Intelligence: Theory of Consumption Value Perspective
Book chapter

The Behavioural Impact of Artificial Intelligence: Theory of Consumption Value Perspective

BMAM Balasooriya, Darshana Sedera and Golam Sorwar
Enhancing and Predicting Digital Consumer Behavior with AI, pp.311-329
IGI Global
2024
DOI: https://doi.org/10.4018/979-8-3693-4453-8.ch016
Appears in  Recent Faculty of Science and Engineering Publications

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Abstract

artificial intelligence business science reference computer science & IT marketing and consumer behavior
Artificial intelligence (AI) is a constantly evolving frontier of innovative computing capabilities rather than a single technology or group of technologies. Whenever a person picks up their smartphone, AI systems operate in the background. This scenario implies that individuals now find themselves involved with AI, irrespective of their awareness. The increasing adoption of AI-enabled systems has significant consequences for society, organizations, and individuals. AI has permeated every aspect of human life, impacting individuals’ choices, preferences, and behaviour in numerous ways. It is essential to comprehend these new behaviours in order to predict how human behaviour will evolve in AI-infused environments. This study focuses mainly on how consumption values affect the behavioural intention to use AI with different contributions. The suggested study strategy takes a two-phase method to completely investigate the elements influencing behavioural intentions towards behavioural intention to use AI.

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