Research topic "New Technologies"
Consumer Decision Making in a World of Digital Tech and AI
As new technologies emerge, they may fundamentally alter the foundation of market information and consumer decision-making. Advanced systems like generative AI can synthesize vast amounts of data, create personalized content, and even mimic human behaviors, but also come with the risk of misinformation, market distortions, and digital oligopolies. It is crucial to understand how these developments affect consumer decision making in the evolving marketplace.
While new technologies could empower consumers to process information in more sophisticated ways, the impact of these new technologies on consumer decision making is still obscure. New media, products and services emerge from these technologies and a multitude of personalized information can be generated at large scale easily by every player in the market. This might lead to the erosion of a formerly reliable source of information and cause high insecurity and confusion among consumers. Moreover, as these technologies become more advanced and exhibit human-like social behaviors, they are shaping new social relationships with users. The impact of these evolving interactions on consumer decision-making is still a developing area of understanding.
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