Unveiling the Dark Side of Companies Self-Promotion of Artificial Intelligence [abstract]

Darina Vorobeva; Diego Costa Pinto; Hector González; Nuno António

Unveiling the Dark Side of Companies Self-Promotion of Artificial Intelligence [abstract]

Darina Vorobeva, Diego Costa Pinto, Hector González, Nuno António

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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Abstract

Companies’ investment in Artificial Intelligence (AI) and its dynamic promotion has been growing rapidly. However, such promotional activities can backfire. This research reveals that companies’ self-promotional activities of AI-based services decrease the customers' willingness to interact with AI-based (vs. human-based) services. The set of studies - Twitter text mining and experimental studies - demonstrate that self-promotion of AI-based technology has a pejorative effect on customers’ willingness to interact with such services and concurrently is perceived as bragging and exaggeration. In contrast, it has a beneficial outcome if self-promotion is done about human-related achievements. The findings suggest self-discrepancy as an underlying factor of such diversion. Lastly, the research provides suggestions to companies on how to diminish customers’ resistance to AI-based services using thinking (vs. feeling) skills.

Original language	English
Title of host publication	Proceedings of the European Marketing Academy
Publisher	European Marketing Academy (EMAC)
Pages	1-2
Number of pages	2
Publication status	Published - 28 May 2024
Event	Annual Conference of the European Marketing Academy (EMAC) 2024 - Palace of the Academy of Commerce, Bucharest University of Economic Studies (ASE București), Bucharest, Romania Duration: 28 May 2024 → 31 May 2024 Conference number: 53 https://emac2024.org/

Conference

Conference	Annual Conference of the European Marketing Academy (EMAC) 2024
Abbreviated title	EMAC 2024
Country/Territory	Romania
City	Bucharest
Period	28/05/24 → 31/05/24
Internet address	https://emac2024.org/

Keywords

Consumer Behaviour
Diffusion of Innovations
Marketing Strategy

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

Unveiling_the_dark_side_of_companies_self-promotion_of_AI_abstractFinal published version, 229 KBLicence: Unspecified

https://proceedings.emac-online.org/pdfs/A2024-119392.pdfLicence: Unspecified

Cite this

@inproceedings{8ae00187bcb244799da932c71285b925,

title = "Unveiling the Dark Side of Companies Self-Promotion of Artificial Intelligence [abstract]",

abstract = "Companies{\textquoteright} investment in Artificial Intelligence (AI) and its dynamic promotion has been growing rapidly. However, such promotional activities can backfire. This research reveals that companies{\textquoteright} self-promotional activities of AI-based services decrease the customers' willingness to interact with AI-based (vs. human-based) services. The set of studies - Twitter text mining and experimental studies - demonstrate that self-promotion of AI-based technology has a pejorative effect on customers{\textquoteright} willingness to interact with such services and concurrently is perceived as bragging and exaggeration. In contrast, it has a beneficial outcome if self-promotion is done about human-related achievements. The findings suggest self-discrepancy as an underlying factor of such diversion. Lastly, the research provides suggestions to companies on how to diminish customers{\textquoteright} resistance to AI-based services using thinking (vs. feeling) skills.",

keywords = "Consumer Behaviour, Diffusion of Innovations, Marketing Strategy",

author = "Darina Vorobeva and Pinto, {Diego Costa} and Hector Gonz{\'a}lez and Nuno Ant{\'o}nio",

note = "info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04152%2F2020/PT# https://doi.org/10.54499/UIDB/04152/2020# https://doi.org/10.54499/2021.09496.BD# Vorobeva, D., Pinto, D. C., Gonz{\'a}lez, H., & Ant{\'o}nio, N. (2024). Unveiling the Dark Side of Companies Self-Promotion of Artificial Intelligence [abstract]. In Proceedings of the European Marketing Academy (pp. 1-2). Article 119392 European Marketing Academy (EMAC). https://proceedings.emac-online.org/pdfs/A2024-119392.pdf --- This work received partial support from national funds through FCT (Funda{\c c}{\~a}o para a Ci{\^e}ncia e a Tecnologia) , under the project – UIDB/04152/2020 – Centro de Investiga{\c c}{\~a}o em Gest{\~a}o de Informa{\c c}{\~a}o (MagIC)/NOVA IMS and 2021.09496.BD; Annual Conference of the European Marketing Academy (EMAC) 2024, EMAC 2024 ; Conference date: 28-05-2024 Through 31-05-2024",

year = "2024",

month = may,

day = "28",

language = "English",

pages = "1--2",

booktitle = "Proceedings of the European Marketing Academy",

publisher = "European Marketing Academy (EMAC)",

url = "https://emac2024.org/",

}

Vorobeva, D , Pinto, DC, González, H & António, N 2024, Unveiling the Dark Side of Companies Self-Promotion of Artificial Intelligence [abstract]. in Proceedings of the European Marketing Academy., 119392, European Marketing Academy (EMAC), pp. 1-2, Annual Conference of the European Marketing Academy (EMAC) 2024, Bucharest, Romania, 28/05/24. <https://proceedings.emac-online.org/pdfs/A2024-119392.pdf>

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T1 - Unveiling the Dark Side of Companies Self-Promotion of Artificial Intelligence [abstract]

AU - Vorobeva, Darina

AU - Pinto, Diego Costa

AU - González, Hector

AU - António, Nuno

N1 - Conference code: 53

PY - 2024/5/28

Y1 - 2024/5/28

N2 - Companies’ investment in Artificial Intelligence (AI) and its dynamic promotion has been growing rapidly. However, such promotional activities can backfire. This research reveals that companies’ self-promotional activities of AI-based services decrease the customers' willingness to interact with AI-based (vs. human-based) services. The set of studies - Twitter text mining and experimental studies - demonstrate that self-promotion of AI-based technology has a pejorative effect on customers’ willingness to interact with such services and concurrently is perceived as bragging and exaggeration. In contrast, it has a beneficial outcome if self-promotion is done about human-related achievements. The findings suggest self-discrepancy as an underlying factor of such diversion. Lastly, the research provides suggestions to companies on how to diminish customers’ resistance to AI-based services using thinking (vs. feeling) skills.

AB - Companies’ investment in Artificial Intelligence (AI) and its dynamic promotion has been growing rapidly. However, such promotional activities can backfire. This research reveals that companies’ self-promotional activities of AI-based services decrease the customers' willingness to interact with AI-based (vs. human-based) services. The set of studies - Twitter text mining and experimental studies - demonstrate that self-promotion of AI-based technology has a pejorative effect on customers’ willingness to interact with such services and concurrently is perceived as bragging and exaggeration. In contrast, it has a beneficial outcome if self-promotion is done about human-related achievements. The findings suggest self-discrepancy as an underlying factor of such diversion. Lastly, the research provides suggestions to companies on how to diminish customers’ resistance to AI-based services using thinking (vs. feeling) skills.

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KW - Diffusion of Innovations

KW - Marketing Strategy

M3 - Conference contribution

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