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Exploring the impact of AI agent personalized communication on the perception of creepiness
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Orientador(es)
Resumo(s)
While advancements in Big Data and AI technologies have transformed online marketing personalization by analyzing vast consumer data, behavioral targeting can negatively affect consumer attitudes due to its creepy nature. However, there is a gap in understanding the antecedents and consequences of creepiness within the AI experience. Despite AI being increasingly employed in the form of conversational agents, research on the efficacy of advertising conducted by these agents remains scarce. This research aims to uniquely explore how excessively personalized and uncomfortably precise (behavioral) targeting messages from AI agents can trigger privacy concerns and the perception of creepiness. The study conducted a quantitative survey with 324 respondents. SEM findings reveal that the AI experience induces privacy concerns, which elicit creepiness. This relationship can be mediated by perceived intrusiveness and moderated by perceived transparency and control, particularly over data collection and usage practices. Although creepiness led to negative brand attitudes and a reduced purchase intention, brand reputation played a moderating role in the relationship between these two constructs. The study’s findings inform Human-AI interaction and the limited marketing literature on AI agents by exploring the factors contributing to the creepiness in AI interactions. This research is valuable for organizations employing data-driven targeting and seeking to strengthen consumer-brand relations using AI as personalization agents.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
AI experience Behavioral targeting Creepiness factor Privacy concerns Personalization-privacy paradox Consumer attitudes SDG 8 - Decent work and economic growth SDG 17 - Partnerships for the goals