Sponsored Content in Interactions with Digital Sales Assistants

Sponsored Content in Interactions with Digital Sales Assistants

Problem Statement:
The way consumers interact with digital sales platforms is evolving rapidly. AI-powered digital sales assistants (DSAs) enable new opportunities for personalized customer interactions. Initial studies suggest that transparency regarding the origin of content plays a crucial role in consumers' purchase intentions. At the same time, the Retail Media sector—advertising placed on retailers' online platforms—is growing rapidly, offering lucrative new opportunities for businesses to engage with customers.

Project Objective:
Our research project examines how Retail Media within interactions with digital sales assistants influences consumer purchasing decisions. A key focus is on "Sponsor Salience"—the visibility of commercial sponsorship. While greater sponsor visibility enhances transparency and provides informational value, it may also increase the perceived commercial nature of messages, potentially affecting consumer behavior.

Methodology:
To systematically analyze this effect, we conduct an experimental between-subject design study. We compare the impact of Retail Media within DSA interactions with traditional Retail Media approaches, such as sponsored search results or promotional newsletters.

Expected Insights:
The research aims to provide valuable insights for both academia and industry:

• For retailers: Optimizing Retail Media strategies for targeted customer engagement through digital sales assistants.
• For consumers: Enhancing transparency and delivering more relevant, personalized recommendations.
• For society: Developing a deeper understanding of the interactions between artificial intelligence, Retail Media, and consumer decision-making.