Current use of artificial intelligence (AI) in marketing is to assist and empower consumers or a human workforce. While AI is not yet replacing humans (Davenport et al., 2020; Chen et al., 2019), it is transforming many industries (Huang & Rust 2018; Rust 2020; Wirth, 2018). Whether consumers recognize it or not, AI is already embedded into many aspects of today’s customer journey. In this process, tradeoffs between data privacy, AI driven technology, and resulting benefits have blurred and at times, been accepted by consumers via social complacency. There is evidence that this tradeoff can create a feeling of cognitive dissonance within some users of AI.

The theory of cognitive dissonance proposes that when a person has two inconsistent thoughts, beliefs, attitudes, or actions, dissonance (mental distress) will occur (Festinger, 1957). Dissonance is uncomfortable, and thus people will seek to resolve that discomfort through various strategies, such as creating an explanation that allows the inconsistency to exist or rejecting new information that is in conflict with existing beliefs (Festinger, 1964). Research by Levin et al (2010) supports that cognitive dissonance is increased in human-robot interactions as compared to human-human interactions for similar purposes.

Much of the existing research has examined perceptions and behaviors of those aware of an AI-based interaction, not those who may be interacting with AI unknowingly. The purpose of this research is to explore the differences in attitudes and behaviors of consumers when they are and are not aware of the existence of AI and how cognitive dissonance may play a role in their AI interactions. This study will employ a mixed-methods approach consisting of a consumer survey and interviews to better understand this phenomena.