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The Impact of Artificial Intelligence on Consumers’ Identity and Human Skills

Author

Listed:
  • Corina Pelau

    (Bucharest University of Economic Studies, Romania)

  • Irina Ene

    (Bucharest University of Economic Studies, Romania)

  • Mihai-Ionut Pop

    (Bucharest University of Economic Studies, Romania)

Abstract

The development of artificial intelligence is one of the main paradigms of the contemporary society, which will radically change the existence of individuals and our society and it will have important effects on the economy. The use of artificial intelligence in the daily work of individuals and in the relationship between companies and consumers has a great number of advantages such as the increased efficiency, a high degree of fascination in interaction, but in the same time there are several fears related to its development in the future. Due to its great data storage capacity about the behavior of individuals and the processing speed of this data, there is a risk that the forms of artificial intelligence will become smarter than humans and thus intervene in the decisions made by them. Through the constant use of artificial intelligence, there is a high risk of manipulation of consumers as well as a high degree of dependence on intelligent technologies. This close relationship between the user and artificial intelligence can reduce an individual’s cognitive abilities and can affect their thinking, personality and relationships with its social circle. This paper presents a mediation model between the efficiency and fascination with artificial intelligence and the consumers’ perception of preserving their self-identity and human skills, having as mediator the influence and model of the social circle. The research results show that a higher degree of efficiency and fascination, as well as a positive influence from the social circle decrease the consumers’ perception of reduction of human skills in relation to artificial intelligence. Moreover, the social circle mediates the relationship between efficiency and fascination produced by artificial intelligence and the perception of preserving human abilities.

Suggested Citation

  • Corina Pelau & Irina Ene & Mihai-Ionut Pop, 2021. "The Impact of Artificial Intelligence on Consumers’ Identity and Human Skills," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 1-33, February.
    • Handle: RePEc:aes:amfeco:v:23:y:2021:i:56:p:33
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    References listed on IDEAS

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    1. Kaplan, Andreas & Haenlein, Michael, 2020. "Rulers of the world, unite! The challenges and opportunities of artificial intelligence," Business Horizons, Elsevier, vol. 63(1), pages 37-50.
    2. Pelau, Corina & Ene, Irina, 2018. "Consumers’ perception on human-like artificial intelligence devices," MPRA Paper 94617, University Library of Munich, Germany.
    3. Hengstler, Monika & Enkel, Ellen & Duelli, Selina, 2016. "Applied artificial intelligence and trust—The case of autonomous vehicles and medical assistance devices," Technological Forecasting and Social Change, Elsevier, vol. 105(C), pages 105-120.
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    Cited by:

    1. Julio César Acosta-Prado & Carlos Guillermo Hernández-Cenzano & Carlos David Villalta-Herrera & Eloy Wilfredo Barahona-Silva, 2024. "Three Horizons of Technical Skills in Artificial Intelligence for the Sustainability of Insurance Companies," Administrative Sciences, MDPI, vol. 14(9), pages 1-18, August.
    2. Andreea Simona Saseanu & Rodica-Manuela Gogonea & Simona Ioana Ghita, 2024. "The Social Impact of Using Artificial Intelligence in Education," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 26(65), pages 1-89, February.
    3. Ruitao Li & Chuanxian Li & Shijun Guo, 2024. "The Impact of Artificial Intelligence on Labor Market: Evidence from China," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 26(67), pages 867-867, August.
    4. Wu, Min & Wang, Nanxi & Yuen, Kum Fai, 2023. "Can autonomy level and anthropomorphic characteristics affect public acceptance and trust towards shared autonomous vehicles?," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    5. Pelau Corina & Barbul Maria, 2021. "Consumers’ perception on the use of cognitive computing," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 15(1), pages 639-649, December.
    6. Muhammad Waqas Farooq & Dr. Khawaja Hisham Ul Hassan & Faiza Nawaz, 2024. "Integrating Qualitative and Quantitative Approaches: The Impact of AI Design on Consumer Perception and Buying Behavior in the FMCG Sector," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(2), pages 775-786.

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    More about this item

    Keywords

    artificial intelligence; robots; consumers; social circle; consumers’ self-identity; human abilities;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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