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Socioeconomic Biases in AI Chatbot Marketing: Implications for Consumer Perceptions: The Impact of AI-Chatbot Marketing
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| 1.11 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The deployment of artificial intelligence chatbots is disrupting the relationship between
brands and consumers, while marketers are utilizing technology like never before. Even
though these technologies offer a higher degree of personalization and efficiency, worries
about socioeconomic biases in chatbot interactions begin to arise. Using models from artificial
intelligence ethics (AIE), consumer behaviour, and fairness theories, this study seeks to
address how biases impact trust, perception of discrimination, and satisfaction. This research
takes an experimental approach to test biased and unbiased chatbots with mediation and
moderation analysis. It is shown that the perception of socioeconomic bias in chatbot
recommendations lowers consumer satisfaction through perceived discrimination, which fully
mediates the relationship. However, trust does not mediate the effect of bias on satisfaction,
as bias did not significantly influence trust levels. Furthermore, AI familiarity did not moderate
the relationship between chatbot bias and consumer satisfaction, suggesting the nuanced
nature of consumer reactions toward AI interactions. From a managerial standpoint,
mitigating AI biases is essential for fostering diversity, enhancing consumer satisfaction, and
bolstering brand trust. Implementing ethical AI design, ensuring transparency in decisionmaking, and facilitating proactive bias detection mitigate adverse impacts. This study provides
empirical data and proposes tactics for equitable and inclusive AI-driven marketing, thereby
enhancing the discourse on AI ethics.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
Palavras-chave
Artificial Intelligence AI Chatbots Socioeconomic Bias Customer Satisfaction Consumer Trust Perceived Discrimination AI Ethics SDG 9 - Industry, innovation and infrastructure SDG 10 - Reduced inequalities SDG 16 - Peace, justice and strong institutions