Millennial Consumption Values in Artificial Intelligence : An exploratory study of millennial consumer values in artificial intelligence

Artificial intelligence is rapidly progressing and could be the next technological revolution we see. The idea of AI is no longer farfetched and is becoming more present; individuals are showing a very diverse set of opinions regarding AI. We are currently being the first generation of people to be introduced to AI assets. As this striving new topic is developing the research existing today regarding AI is predominantly based on a technical perspective, and a gap concerning consumer values and AI, applied on millennial’s consumer values is present. The purpose of this study is to explore Millennial consumption values regarding AI with the use of The Theory of Consumption Values as a base theory. When concluded the study will add value to the field and will benefit from future research. The purpose of this study is conducted from a consumer perspective. The study is of qualitative method and the primary, empirical data is gathered through 19 semi structured interviews with millennial. An abductive approach is taken. The finding s of this study show results of the exploration of millennial consumptions values on AI. Furthermore, the study also showed the most important consumption value regarding AI and the one most talked about. Lastly, additional values were found as well as extensions to existing consumption values