ARTUR MODLIŃSKI. (2018). CONSUMER DECISIONS IN THE ERA OF DIGITAL REVOLUTION AND ARTIFICIAL INTELLIGENCE: A REVIEW OF TRENDS, FORUM SOCJOLOGICZNE 9, ISBN: 978-83-229-3645-0.
In the era of digital revolution, customers gained access to almost unlimited sources of information about products and services. The article presents selected trends influencing the shape of purchasing decisions and their impact on customer empowerment: mobile applications, chatbots, forums and social media, as well as artificial intelligence and the Internet of things. The author points out both the positive and the negative impact of technological trends on consumer decisions: decrease of trust in companies, overload of information and problems with their verification, too high level of automation. The basic conclusion coming from the analysis is that despite the advent of numerous technological innovations, consumers are closing themselves in filtering bubbles, losing chances of new experiences, as well as confidence in subsequent information sources, which has negative impact on their relationship with both companies and other customers.
EMILIAN GWIAŹDZIŃSKI. (2018). THE CONSUMER AWARENESS AND ATTITUDES TOWARDS TO ARTIFICIAL INTELLIGENCE IN MARKETING COMMUNICATION, PRZEGLĄD NAUK EKONOMICZNYCH NR 31/2018, ISSN: 2544 – 221X.
The aim of the article is to attempt to identify the level of consciousness and operationalize the values of consumer attitudes, using Fishbein and Ajzen's multi-faceted model of attitudes, in relation to the application of Artificial Intelligence in marketing communication. The empirical part of the article was based on pilot quantitative research. The research method is a method of indirect survey measurements using an online questionnaire-based questionnaire. The questions were structured using semantic, ordinal, interval and nominal scales. The results of the pilot study show that the level of AI awareness and awareness among younger representatives of the study group is larger than among older ones. The total value of attitudes according to the multi-aspect model of Fishbein and Ajzen attitudes is the highest in the case of Siri by Apple, and the lowest in the case of Alexa by Amazon in the whole research group. The most important aspects for the study group are safety and privacy, while the least important is the attraction of attention.