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Harvard Business Review: When Do We Trust AI’s Recommendations More Than People’s?

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AI continues to enhance the consumer shopping experience. Chiara Longoni, Assistant Professor of Marketing, recently discussed her article published in the Journal of Marketing — based on data from over 3,000 people who took part in 10 experiments:

When consumers are seeking functional or practical products, they tend to trust AI’s recommendations more than a human’s. But the opposite is true when consumers are looking for experiential or sensory products.

She discusses this in a recent HBR article. —

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