Consumers are widely adopting Artificially Intelligent Voice Assistants (AIVAs). AIVAs now handle many different everyday tasks and are also increasingly assisting consumers with purchasing decisions, making AIVAs a rich topic for marketing researchers. We develop a series of propositions regarding how consumer decision-making processes may change when moved from traditional online purchase environments to AI-powered voice-based dialogs, in the hopes of encouraging further academic thinking and research in this rapidly developing, high impact area of consumer-firm interaction. We also provide suggestions for marketing managers and policymakers on points to pay attention to when they respond to the proposed effects of AIVAs on consumer decisions.

消费者广泛采用人工智能语音助手（AIVA）。AIVA现在处理许多不同的日常任务，并且越来越多地协助消费者进行购买决策，这使AIVA成为营销研究人员的热门话题。我们提出了一系列建议，说明当消费者的决策过程从传统的在线购买环境转移到基于AI的基于语音的对话时，消费者的决策过程可能会如何变化，以期鼓励在这个快速发展的，影响深远的领域进行进一步的学术思考和研究。消费者与公司的互动。我们还为市场经理和政策制定者提供建议，建议他们在回应AIVA对消费者决策的建议影响时要注意。