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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