Consumer Reactions to Generative AI: An Exploratory Study Using Neuroscientific Techniques

Generative AI is progressively revolutionising consumer thinking and behaviour. The aim of this article is to understand consumer reactions to the use of Gen AI. To achieve the research objective, a sample of 36 participants took a test designed to assess their interaction with ChatGPT, using neuroscientific techniques (eye-tracker and facial expression analysis), and a survey. By comparing conscious and unconscious responses (through neuroscientific techniques), the study provides clues as to how GAI influences consumer behaviour. The results show that consumers might still not be entirely happy to integrate GAI into their experience. In fact, the study reveals that the interaction with this technology also arouses negative subconscious emotions of sadness in consumers. Although consumers feel Gen AI is a useful and functional tool for collecting information about products/services, they may not fully accept personalised recommendations from this GAI and still prefer human contact in their shopping experience. This study therefore allows to gain more understanding of how consumers react to the use of GAI, providing certain valuable insights to marketing managers implementing GAI projects and adding theoretical knowledge about consumer relationships with Artificial Intelligence.