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Artificial intelligence versus human providers for personalized solutions? The influence of expected group size and perceived uniqueness on adoption intentions

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  • Hou, Chenxuan
  • Li, Tingting
  • Gu, Yanzhang

Abstract

Artificial Intelligence (AI)-generated solutions provide notable benefits in terms of cost- and time-efficiency; however, their ability to meet customers’ needs for uniqueness and personalization remains uncertain. This study investigates customers’ perceptions and adoption intentions regarding personalized solutions provided by AI or humans. Drawing from stereotyping theory, mind perception theory, and uniqueness theory, this study establishes a serial mediation model, with provider type (AI versus human) as the independent variable, expected group size and perceived uniqueness of solutions as serial mediators, and perceived similarity to others as a moderator. Customer attitude and adoption intention serve as the dependent variables. Based on two online scenario experiments, we collected 533 valid responses from participants in China (N = 262) and the United States (N = 271). The results indicate that customers tend to perceive AI-generated solutions as less unique, compared to those provided by humans, and consequently exhibit less favorable attitudes and lower adoption intentions. Furthermore, the expected large group size associated with AI-generated solutions serves as an underlying psychological mechanism that negatively affects customers’ perception of uniqueness. Especially when customers perceive themselves as dissimilar to typical users of AI, they are more likely to infer that AI cannot autonomously deliver personalized solutions, and therefore may share their information with others, resulting in a larger expected group size. These findings contribute to the literature on AI-generated content, uniqueness perception, and information adoption, while also offering practical implications for businesses seeking to more effectively leverage AI tools in delivering personalized solutions.

Suggested Citation

  • Hou, Chenxuan & Li, Tingting & Gu, Yanzhang, 2026. "Artificial intelligence versus human providers for personalized solutions? The influence of expected group size and perceived uniqueness on adoption intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925003236
    DOI: 10.1016/j.jretconser.2025.104544
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