Brief Introduction

This track focuses on consumer behavior on digital platforms where AI-enabled services increasingly shape how consumers discover, evaluate, interact, and transact. Across social media, e-commerce, and app-based marketplaces, AI is now embedded in key touchpoints such as service design and interaction flows, synthetic media and AI influencers, recommender systems and social signals, and conversational or agentic shopping support. These developments are transforming consumer journeys and market outcomes, while also introducing new concerns about responsible use and consumer welfare.

We welcome research that advances theory and evidence on how AI-enabled services influence consumer responses and marketplace dynamics across platform contexts. Relevant work may examine AI-enabled interactions and service design, persuasion and influence in synthetic media environments, AI-supported live-streaming and social commerce engagement, human–AI co-generation in consumer decisions, recommender systems and social proof mechanisms, and shopping assistants and agentic commerce. We also encourage studies on AI-mediated healthcare and other high-stakes services, as well as research addressing ethics, governance, and consumer welfare implications. Both conceptual and empirical submissions are welcome.

Topics

1. AI-enabled interactions and service design
2. Synthetic media, AI influencers, and persuasion
3. AI-supported live-streaming and social commerce engagement
4. Human-AI co-generation and decision making
5. Recommender systems and social proof mechanisms
6. AI shopping assistants and agentic commerce outcomes
7. AI-mediated healthcare and other high-stakes services
8. Ethics and consumer welfare in AI-enabled services