What is AI Ethical Decision Making

The purpose of this chapter is to shed light on the consumer-AI interaction in the marketplace. By this aim, the chapter uses a literature review approach. The previous literature examining AI from a consumer behavior perspective is reviewed, and the findings are compiled in a meaningful flow. According to the review, we see that the traditional marketplace is shaped by AI from only human-to-human interactions to human-to-AI and AI-to-AI interactions. In this new marketplace, while consumers interact with AI, they gain new experiences and feel positive or negative because of these experiences. Also, they build different relationships with AI, such as servant, master, or partner. Besides these relationships, there are still concerns about AI that are related to privacy, algorithmic biases, consumer vulnerability, unemployment, and ethical decision making.