The Rise of AI Agents: Consumer Reactions Towards Self -Programming Agents
Journal
European Marketing Academy
Type
conference paper
Date Issued
2025
Author(s)
Abstract
This research conceptualizes and examines consumer reactions towards self-programming agents, the next generation of Generative Artificial Intelligence. While self-programming agents offer new levels of time gains and productivity, we theorize and show that consumers react negatively to them, because these agents are seen as a threat for society.
HSG Classification
contribution to scientific community
Refereed
Yes
Division(s)