The Paradox of Digital Literacy: Assessing Consumer Scepticism and Perceived Utility in the Age of AI-Driven Commerce

The rapid integration of Artificial Intelligence (AI) into digital commerce and social structures has created a complex perceptual landscape for consumers. While AI is often associated with efficiency and progress, it simultaneously triggers concerns regarding algorithmic opacity and loss of human control. This study investigates the dual role of digital literacy as a predictor of both perceived utility and consumer scepticism, as well as their subsequent impact on the overall perception of AI as an opportunity or a risk. Using secondary data from a nationally representative German survey on artificial intelligence (GESIS, Study No. ZA8719) and employing Structural Equation Modelling (SEM), the research tests a conceptual framework based on the “Privacy Paradox” and technology acceptance theories. The results reveal that digital literacy significantly enhances the perceived utility of AI while concurrently amplifying consumer scepticism. Furthermore, the study identifies a dominant effect of perceived utility on the overall evaluation of AI, whereas the impact of scepticism remains statistically non-significant. These findings suggest a compensatory mechanism where pragmatic benefits outweigh perceived risks in the consumer’s decision-making process. The paper concludes with strategic implications for digital marketing and e-commerce platforms, emphasizing that value creation is the primary driver for overcoming consumer resistance in the digital era.