Consumer research on conversational agents (CAs) has been growing. To illustrate and
map out research in this field, we conducted a systematic literature review (SLR) of …

The rising use of artificially intelligent (AI) technologies, including generative AI tools, in
organizations is undeniable. As these systems become increasingly integrated into …

There is an exponential growth of the use of AI applications in organisations. Due to the
machine learning capability of artificial intelligence (AI) applications, it is critical that such …

Artificial intelligence-enabled voice assistant services have received notable scholarly
attention. Fashion retailers offer AI-based voice assistants to facilitate online shoppers …

Large language models (LLMs) undergo 'alignment'so that they better reflect human values
or preferences, and are safer or more useful. However, alignment is intrinsically difficult …

Large language models (LLMs) are used to generate content for a wide range of tasks, and
are set to reach a growing audience in coming years due to integration in product interfaces …

Purpose Artificial intelligence (AI) is transforming consumers' experiences and how firms
identify, create, nurture and manage interactive marketing relationships. However, most …

As AI increasingly permeates digital spaces, virtual influencers are operating in similar ways
as human influencers. However, given their recent introduction, the effectiveness of virtual …

Consumers increasingly use intelligent personal assistants for shopping, given their
advantages of being hands-free and voice-controlled, enabling individuals to multi-task …

The COVID-19 pandemic accelerated the adoption and use of AI technologies to support the
virtualisation of the workplace. While previous research showed that systems' use critically …