Exploring the effect of artificial intelligence intellect on consumer decision delegation: The role of trust, task objectivity, and anthropomorphism

Abstract

AbstractThis study examines the impact of AI intelligence levels on consumer decision delegation through three experimental studies. Study 1 manipulates AI intelligence levels (low vs. high) to establish the main effect. Study 2 explores the mediating role of trust and the moderating effect of task types (subjective vs. objective) on the relationship between AI intelligence and trust. Study 3 investigates the role of AI anthropomorphism in AI delegation. The findings reveal that increasing AI intelligence enhances consumer decision delegation for both subjective and objective consumption tasks, with trust serving as a mediating factor. However, objective tasks are more likely to be delegated to AI. Moreover, anthropomorphic appearance positively influences trust but does not moderate the relationship between intelligence and trust. This research expands the literature on AI decision delegation, shedding light on the psychological processes related to AI‐powered product design, consumer perceptions, and consumption situations, while also offering practical implications.