Being Human in the Age of AI

Abstract

The growing diffusion of automation in the marketplace affects consumers in two ways. First, marketing activities such as pricing and customer support are increasingly being automated; this automation of marketing activities has profound effects on consumer welfare and well-being. Second, various aspects or types of consumption activities are also being automated; users may automate elements of writing tasks using large language models (LLMs), they may outsource product search to recommender systems, or they may adopt autonomous features in products (e.g., self-driving cars). This JACR issue on Automation of Marketing and Consumption brings together an exciting set of researchers to explore these topics. In this introduction, we reflect on the role of automation in creating value for both consumers and firms, highlight the themes running through the articles in this issue, and offer reflections on possible directions for future research on consumer behavior and psychology in the face of automation and, in particular, artificial intelligence (AI).