Keywords
Consumer vulnerability
Experiential Marketing
How to Cite
Abstract
Purpose: Marketing is a field that has been impacted by artificial intelligence (AI). The research question of this study is: How can the use of artificial intelligence influence purchase intention and contribute to an enhancement of the consumer's state of vulnerability? Therefore, the general objective of this article is to understand how the use of artificial intelligence can influence purchase intentions and contribute to enhancing the state of consumer vulnerability.
Originality: The originality of this study lies in the exploration of the negative implications of artificial intelligence (AI) in marketing, especially in relation to the constructs “purchase intention” and “consumer vulnerability”, from a perspective that has not yet been addressed in the literature. Unlike most studies that take an optimistic approach and focus on the benefits of AI for personalization and marketing efficiency, this research focuses on the ethical concerns and adverse effects that AI can have on consumers. By emphasizing the vulnerabilities and ethical implications of AI in marketing, the article makes an innovative contribution to the field by complementing the predominant narrative of benefits with a more critical analysis, promoting a broader discussion about the implications of AI in consumer relations.
Methodology: This study follows a qualitative approach, using semi-open interviews with 20 smartphone consumers in Salvador-Bahia, to explore their experiences with AI uses in the marketing field and how this can contribute to purchase intention and consumer vulnerability. The data was analyzed through content analysis, allowing the identification of relevant patterns and contributions.
Results: The results of this study indicated that the majority of respondents feel uncomfortable with the excessive volume of advertisements and the perception of constant surveillance, indicating that the intensive use of AI in marketing can, in many cases, be detrimental to purchase intent. In addition, the results showed that while AI facilitates personalization and efficiency in marketing strategies, it also increases consumer vulnerability. The majority of respondents reported a feeling of lack of control and insecurity over the use of their personal information, reinforcing the state of vulnerability. Therefore, consumer vulnerability in the context of AI is enhanced by several interrelated factors. The collection of data, the lack of transparency about the use of this information and the psychological impact of constant interactions with AI algorithms exacerbate the feeling of lack of control. In addition, financial and performance expectations are often not met, which increases the risk of impulsive decisions and regrets, as seen in the testimonies of the interviewees in this study.
Conclusion: This article concludes that while AI offers commercial benefits, it also presents significant challenges for consumer well-being. The results of the study highlight that even though AI offers strategic advantages to companies, it also increases the state of vulnerability of consumers, especially with regard to privacy, emotional manipulation and trust in digital interactions.
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