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Rethinking Emotional Labor: AI's Role in Shaping Consumer and Worker Well‐Being

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  • Wookjae Heo
  • Sun Young Ahn

Abstract

This article offers a commentary on the role of AI‐driven systems in emotional labor and its implications for consumers' well‐being. The central insight is that AI systems can alleviate service providers' emotional burden while providing consistent support, which challenges the notion that only humans can deliver authentic emotional support. However, this poses ethical concerns, such as the absence of true human emotion or the potential to manipulate vulnerable users. This work highlights the theoretical backgrounds of AI in emotional labor and discusses policy and practical implications for consumer welfare, including data privacy, potential impacts on the labor force, and applications in caring services for elderly consumers.

Suggested Citation

  • Wookjae Heo & Sun Young Ahn, 2026. "Rethinking Emotional Labor: AI's Role in Shaping Consumer and Worker Well‐Being," Journal of Consumer Affairs, Wiley Blackwell, vol. 60(2), June.
    • Handle: RePEc:bla:jconsa:v:60:y:2026:i:2:n:e70050
    DOI: 10.1111/joca.70050
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    References listed on IDEAS

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    1. Markovitch, Dmitri G. & Stough, Rusty A. & Huang, Dongling, 2024. "Consumer reactions to chatbot versus human service: An investigation in the role of outcome valence and perceived empathy," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
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