Not so intelligent after all – consumer perceptions of AI-induced errors

Despite the progress in technology, AI still commonly errs in practice. Google’s facial recognition software, for example, failed to identify people of color as humans. This and other examples show that AI is not always error-free and recent literature calls for scrutiny of AI’s pitfalls. The present study sets out to explore the ‘dark side’ of AI, focusing on the consequences of AI-induced errors from a marketing perspective