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Consumers increasingly encounter artificial intelligence (AI)-based offerings. Drawing on regulatory focus theory, we propose that AI (vs. human) can induce a more prevention-focused and less promotion-focused mindset. Across studies, consumers implicitly associate AI (vs. human) with vigilance (vs. eagerness). This pattern extends to subsequent behavior: AI exposure improves prevention-related performance and diminishes promotion-related performance, and consumers report adopting a more prevention- (vs. promotion)-oriented strategy with an AI (vs. human) advisor because they perceive AI as more artificial and less authentic. We demonstrate that prevention-related messaging can enhance responses to AI, providing a practical strategy for firms with AI-based offerings.

Saghar Ansaripoor PhD Student, UC Irvine