Personalization of AI-generated content
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2024-07-02
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en
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Abstract
This thesis examines the effects of personalized AI-generated content on customer choice behavior while focusing on perceived AI usefulness and cognitive load. The study analyzes how consumers interact with AI-generated content and their cognitive processes using eye-tracking technology. This research uses a between-subject experimental design, in which 117 respondents from Radboud University participated. The participants interacted with AI about a financial literacy topic during the experiment. Personalization was manipulated to create two conditions. The findings show that personalization increases the perceived usefulness of AI, but it has no direct impact on choice behavior or lowering cognitive load. However, additional analysis showed that personalization increases the perceived AI usefulness, which subsequently raises the learning motivation. This study contributes to the existing body of knowledge by providing insights into the personalization of AI-generated content in a financial literacy context, highlighting the potential of AI to transform education by enabling more personalization and accessible learning. Finally, the findings highlight the need for more empirical research on the cognitive and behavioral effects of personalization in the AI context. This can help understand the different mechanisms underlying the customer experience and behavioral outcomes in the context of AI.
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Faculteit der Managementwetenschappen