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Humans vs. AI in social science research: Rivals or allies in understanding consumers?

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  • Pelegrín-Borondo, Jorge
  • Olarte-Pascual, Cristina
  • García-Milon, Alba
  • Martinez-de-Pison, Francisco Javier

Abstract

This study explores whether artificial intelligence (AI) can outperform humans in modeling consumer behavior, specifically in relation to the intention to use AI-based shopping assistants at physical stores. To this end, the research team was divided into two groups: one applied a traditional research methodology; the other used AI systems. The models generated by each group were then compared. The results show that AI cannot yet achieve a sufficient level of abstraction to provide acceptable solutions on its own. However, when combined with human intervention, it yields better results than those obtained using only the traditional methodology. This indicates that AI has great potential as a complementary tool for identifying patterns and assisting with decision-making, although its ability to replace human judgment remains limited. Collaboration between humans and AI could thus be a more promising approach than using either one alone.

Suggested Citation

  • Pelegrín-Borondo, Jorge & Olarte-Pascual, Cristina & García-Milon, Alba & Martinez-de-Pison, Francisco Javier, 2026. "Humans vs. AI in social science research: Rivals or allies in understanding consumers?," Journal of Retailing and Consumer Services, Elsevier, vol. 92(C).
    • Handle: RePEc:eee:joreco:v:92:y:2026:i:c:s0969698926000925
    DOI: 10.1016/j.jretconser.2026.104812
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