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Artificial Intelligence in Retail: Consumer Attitudes toward Voice Commerce

Author

Listed:
  • Septemvrina Kostova
  • Goran Angelov

Abstract

The global volume of e-commerce has been steadily increasing, prompting retailers to adopt online sales channels alongside traditional physical stores. A similar trend is observed in the adoption of artificial intelligence in retail, where AI is becoming a key prerequisite for market competitiveness. E-commerce encompasses multiple dimensions, and the present study focuses on one increasingly relevant area: voice commerce. The paper aims examine the use of artificial intelligence in voice commerce through an online consumer survey and in-depth interviews with industry practitioners. The findings provide insights into consumer attitudes, perceived benefits, barriers to adoption, and the practical implications of AI-based voice commerce for improving customer experience and enhancing market competitiveness.

Suggested Citation

  • Septemvrina Kostova & Goran Angelov, 2026. "Artificial Intelligence in Retail: Consumer Attitudes toward Voice Commerce," Economic Thought journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 468-492.
    • Handle: RePEc:bas:econth:y:2026:i:3:p:468-492
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    File URL: https://ethj.iki.bas.bg/etj/article/view/1311/2155
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    More about this item

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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