Designing Consumer AI (Video)

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Markus Giesler, York University and Stefano Puntoni, Erasmus University

From Amazon’s Alexa to Spotify playlists and from Roomba’s smart vacuum to Facebook’s wall, artificial intelligence is found in a growing number of consumer products and services. But what fears preclude consumers from adopting AI and how can managers successfully address them? Stefano Puntoni and Markus Giesler will discuss their research which suggests that the answer may depend on studying the psychology and consumer culture of artificial intelligence, and offer insights into how marketers can create trusted and captivating AI consumer experiences.

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Markus Giesler

Markus Giesler draws on concepts from economics, technology studies, and sociology to inform his research in marketing. He determines how ideas and things (products, services, experiences, technological innovations, intellectual property, brands, etc.) are made valuable over time, with research focused on improving marketing strategy through an understanding of markets as evolving social systems. Giesler's research has been supported by the Social Sciences and Humanities Research Council of Canada (SSHRC) and the European Research Council (ERC) and published in top-tier academic journals such as the Journal of Consumer Research and the Journal of Marketing. Giesler has an extensive entertainment industry background. He founded his own record label at age 17 and has worked in various production and marketing responsibilities for over a decade. He lives in Toronto, Canada.