Artificial intelligence vs. autonomous decision-making in streaming platforms: A mixed-method approach

Abstract

Although the empowerment of technology is of great value to society, little is known about its downstream effects on consumers' decisions. This research draws on the expectation–confirmation theory and autonomy in artificial intelligence (AI) and investigates how AI (vs. autonomous choice) has detrimental effects on consumer outcomes, creating an autonomy-technology tension — i.e., the conflict arising from AI technology diminishing consumers' autonomy in their choices. Four studies using a mixed-method approach reveal that the use of AI recommendations in streaming platforms creates an autonomy-technology tension that reduces consumers' performance expectancy, thus lowering their satisfaction. However, such effects are contingent on the nature of the AI recommendations. While a mismatch between AI recommendations and consumer preferences might backfire, AI's negative effect is mitigated when choices match consumers' preferences. We make significant theoretical and practical contributions to empirical research on consumers' sense of autonomy while interacting with AI.