The relationship between perceived AI adoption and customers’ perception of brand value in a B2C context

Sammanfattning

Artificial intelligence (AI) is an important and growing topic in business administration, especially in relation to marketing, consumer behaviour and B2C brand management. The purpose of this research was to examine how perceived AI adoption influences perceived brand value in B2C customer interactions. Specifically, the research aimed to identify how customer facing AI interactions such as automated customer service, chatbots, virtual assistance and personalized recommendations affects the customers’ evaluation of the brand (perception of the brand’s value). The research uses the Technology Acceptance Model (TAM) as a lens for AI-enabled customer experience improvement, and the Customer-Based Brand Equity (CBBE) framework as a lens for consumers’ perceptions of brand value. These frameworks supported the development of the conceptual framework, which examines how perceived AI adoption may influence brand value positively through improved customer experience, and negatively through perceived loss of human touch and authenticity. The research follows a quantitative methodology, by using an online questionnaire and statistical analysis based on 132 respondents. The findings of this research show that the direct relationship between perceived AI adoption and perceived brand value was negative. Nevertheless, the relationship can change based on the customers’ interpretation of the AI-based interactions. Where AI adoption can still add value by improving the customer experience through speed, convenience, efficiency, and personalisation. On the other hand, AI adoption may negatively impact perceived brand value if customers believe it reduces the human touch and authenticity. The findings of this research can be used by B2C companies to adopt AI more strategically, ensuring that AI provides clear benefits to the customers without replacing the human and authentic elements of brand interactions.