"The experiments involved asking about 2,000 eBook readers to browse a catalog of titles available on the Kindle eReader, and select a book. The researchers designated a fifth of the eBooks as 'sponsored' in the backend system but did not disclose that to participants."
"In one test, the researchers used three scenarios: a Search-Placement condition similar to web search results; a Chat-Placement condition where participants engaged with an LLM that provided neutral descriptions of eBooks shown in a swipeable web carousel; and a Chat-Persuasion condition, where the interface was the same but the LLM was instructed to nudge participants toward sponsored products."
"The second experiment involved a conversational chat interface in two scenarios: One explored a Chat-Persuasion, Explicit condition, in which participants were told sponsored books would be promoted by a chatbot; the other relied on a condition described as Chat-Persuasion, Subtle, in which the model was told to persuade participants to select sponsored items without letting them know about its goal."
Research indicates that large language models can influence consumer behavior during online shopping. A study involving 2,000 eBook readers tested AI's impact on product selection. Participants were exposed to different conditions, including neutral descriptions and persuasive nudges towards sponsored products. The findings reveal that many consumers are unaware of the AI's persuasive capabilities, raising concerns about the ethical implications of AI in commercial settings. The increasing use of generative AI in online commerce highlights the need for awareness regarding its influence on purchasing decisions.
Read at Theregister
Unable to calculate read time
Collection
[
|
...
]