AI (vs. Human) Recommendation on Luxury Services

Activity: Talk or presentationOral presentation


Despite Artificial Intelligence (AI)'s emerging trend in luxury services, recent research shows mixed findings regarding its impact. This paper builds upon the optimum distinctiveness theory and the need for uniqueness to examine AI's effects on consumers' willingness to accept luxury suggestions. Four studies reveal that using AI recommendations in the luxury sector reduces consumers' differentiation, which has downstream effects on luxury services and causes brand dilution. Findings further indicate that when specific characteristics of luxury, such as uniqueness, are enhanced, it damages consumers' willingness to accept luxury recommendations, and thus, AI backfires. The study findings have important theoretical and managerial implications, suggesting when AI should be used to provide recommendations for luxury experiences.
Period11 Jul 202314 Jul 2023
Event title24th AMS World Marketing Congress (Academy of Marketing Science)
Event typeConference
Conference number24
LocationCanterbury, United KingdomShow on map
Degree of RecognitionInternational


  • artificial intelligence
  • luxury
  • recommendation
  • services
  • differentiation