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ABSTRACT A critical discussion of the evolution of consumer behavior, ethical consideration, and encouraging the new future directions in the AI era, we highlight the ten main ideas regarding the evolution, emergence, and future of consumer behavior in the AI Age through the lens of immersive technologies and their significance in the changing landscape of consumer behavior research. In light of the significant gaps in understanding how immersive technologies influence consumer behavior, the urgent need for in‐depth knowledge in this area in the AI era is emphasized. Analytically, (1) the literature findings based on critical studies, (2) the connection of several thought‐provoking specific and nuanced research questions, comprehensive theories, frameworks, and contextual examples and suggestions of new frameworks or adaptations for each immersive technology, and (3) the overview of the new research directions, thrusts, and methodological approaches per study area within consumer behavior literature related to metaverse, automation, and robotics serve as a crucial foundation for our objectives and expected contributions of our article. The organization of these ideas logically allows us to see a clear progression from the transformative impact of AI and immersive technologies on consumer behavior to the need for interdisciplinary research and a focus on corporate responsibility in the digital age.
Spais et al. (Tue,) studied this question.