AI (vs. Human) Recommendation on Luxury Services

Diego Costa Pinto, Ana Rita Goncalves, Saleh Shuqair, A. Imanbay, Anna S. Mattila

Research output: Contribution to conferencePaperpeer-review


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.
Original languageEnglish
Publication statusAccepted/In press - 19 Jan 2023
Event24th AMS World Marketing Congress (Academy of Marketing Science) - University of Kent, Canterbury, United Kingdom
Duration: 11 Jul 202314 Jul 2023
Conference number: 24


Conference24th AMS World Marketing Congress (Academy of Marketing Science)
Abbreviated title24TH AMS WMC
Country/TerritoryUnited Kingdom
Internet address


  • artificial intelligence
  • luxury
  • ecommendation
  • services
  • differentiation


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