To Use or Not: Differentiating Artificial Intelligence Content for Different Industries

Artificial Intelligence continues to develop; its integration has rapidly progressed into numerous business industries, impacting business operations regardless of context. This study examines how consumers respond to AI implementation across industries that vary in perceived creativity. Using a survey and a 2 by 2 between- subjects experimental design, this research finds that AI implementation negatively affects consumers’ willingness to purchase, regardless of the perceived creativity level of the industry. Additionally, drawing on research linking gender to differential perceptions of technology, this research shows that the negative effect of AI implementation is stronger for women than for men. Based on the findings, practical implications are offered while limitations are also discussed.