Artificial Intelligence in Marketing Communication: Adoption Challenges and Opportunities Through a Lens of Cognitive Dissonance

Abstract

As artificial intelligence (AI) becomes increasingly prevalent, humans and organizations must make decisions regarding its adoption and use. However, the adoption of AI can be a complex process that challenges existing beliefs and practices. Cognitive dissonance, the discomfort that arises when individuals are faced with conflicting beliefs or behaviors, can exist within both the individual and organizational AI adoption journey. This article explores the concept of cognitive dissonance in relation to the adoption and use of AI, particularly when users may not even be aware that they are interacting with AI. By understanding the role of cognitive dissonance in the adoption process, individuals and organizations can make informed decisions that promote its successful integration and potentially lead to greater acceptance of its capabilities.