Understanding Innovativeness in a World of Artificial Intelligence (AI) – A consumer perspective

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Lina Fogt Jacobsen


Associate Professor


Aarhus University


DKK 100,000




Field Trips / Research Stays < 100,000


Artificial intelligence, understood as AI, is entering our lives. A recent example is ChatGPT with which we can interact about more or less anything. Also within marketing we see great interest in AI as it provides a completely different frame for how a company can service the consumers. More knowledge is needed on how the use of such AI-based service affects consumer perception of the company. This research stay will contribute to the understanding of company innovativeness from a consumer perspective in a world where artificial intelligence (AI) is developing rapidly. Specifically, this project investigates how companies' use of AI-based consumer services affects the consumers' perception of the company's innovation capabilities and, consequently, their relationship with the company.

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