The Emergence of Generative AI and its Impact on Consumer Decision-Making: Convenience vs Control

In the fast-paced and dynamic VUCA (Volatile, uncertain, complex, and ambiguous) world, the emergence of Generative Artificial Intelligence or GenAI is the most recent and popular technological advancement in today’s date. It plays a major role in revolutionising the consumer landscape, by offering advanced search engine optimisation (SEO) services to boost website visibility and optimise performance in search engine results. These tools ensure users are presented with personalised suggestions and recommendations tailored to their trade-off at a cost: the potential erosion of consumer control over independent decision-making. Another such cost is the user data collection without obtaining explicit consent, triggered by a single interaction or one-time website visit. By analysing the interplay between convenience and control, the study focuses on exploring the role of generative AI in influencing a consumer’s decision-making process and purchase behaviour. It also explores the risks associated with data privacy, data security, algorithmic bias as well as the potential for manipulation of consumer choices after the emergence of such technology technology. To ensure relevant insights, this study uses primary data collected specifically for the purpose of this research. Lastly, this paper also investigates the ethical implications of GenAI in customer engagement as well as discusses way forward.