Highly autonomous AI impact on the demand for physical goods

Purpose This paper aims to investigate the motivation to use highly autonomous artificial intelligence (AI) in the form of subscription platforms for physical goods, and the impact of beliefs about technological affordances. Design/methodology/approach This research is based on data collection from two samples with 313 and 401 respondents to explore users' perceptions of highly autonomous AI subscription platforms in the context of grocery and fast-fashion sectors. Findings Results show that the adoption of highly autonomous AI depends on perceived functional congruity, psychological reactance and related situational cues, whose importance varies across the sectors. These effects are partly moderated by regulatory focus traits. Originality/value This paper extends knowledge of platformisation by showing consumers' interest in highly autonomous AI subscription platforms. It further brings new evidence of how AI can push product demand through subscription services.