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The Role of Consumer Autonomy in Developing Sustainable AI: A Conceptual Framework

Author

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  • Lena Bjørlo

    (Department of International Business, Norwegian University of Science and Technology (NTNU), 6009 Ålesund, Norway)

  • Øystein Moen

    (Department of Industrial Economics and Technology Management, Norwegian University of Science and Technology (NTNU), 7491 Trondheim, Norway)

  • Mark Pasquine

    (Department of International Business, Norwegian University of Science and Technology (NTNU), 6009 Ålesund, Norway)

Abstract

Artificial intelligence (AI)-based decision aids are increasingly employed by businesses to assist consumers’ decision-making. Personalized content based on consumers’ data brings benefits for both consumers and businesses, i.e., with regards to more relevant content. However, this practice simultaneously enables increased possibilities for exerting hidden interference and manipulation on consumers, reducing consumer autonomy. We argue that due to this, consumer autonomy represents a resource at the risk of depletion and requiring protection, due to its fundamental significance for a democratic society. By balancing advantages and disadvantages of increased influence by AI, this paper addresses an important research gap and explores the essential challenges related to the use of AI for consumers’ decision-making and autonomy, grounded in extant literature. We offer a constructive, rather than optimistic or pessimistic, outlook on AI. Hereunder, we present propositions suggesting how these problems may be alleviated, and how consumer autonomy may be protected. These propositions constitute the fundament for a framework regarding the development of sustainable AI, in the context of online decision-making. We argue that notions of transparency, complementarity, and privacy regulation are vital for increasing consumer autonomy and promoting sustainable AI. Lastly, the paper offers a definition of sustainable AI within the contextual boundaries of online decision-making. Altogether, we position this paper as a contribution to the discussion of development towards a more socially sustainable and ethical use of AI.

Suggested Citation

  • Lena Bjørlo & Øystein Moen & Mark Pasquine, 2021. "The Role of Consumer Autonomy in Developing Sustainable AI: A Conceptual Framework," Sustainability, MDPI, vol. 13(4), pages 1-18, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:2332-:d:503198
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    Cited by:

    1. Wencheng Lu, 2024. "Inevitable challenges of autonomy: ethical concerns in personalized algorithmic decision-making," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-9, December.
    2. Wilson, Christopher & van der Velden, Maja, 2022. "Sustainable AI: An integrated model to guide public sector decision-making," Technology in Society, Elsevier, vol. 68(C).
    3. Tan Yigitcanlar & Rashid Mehmood & Juan M. Corchado, 2021. "Green Artificial Intelligence: Towards an Efficient, Sustainable and Equitable Technology for Smart Cities and Futures," Sustainability, MDPI, vol. 13(16), pages 1-14, August.
    4. Lena V. Bjørlo, 2024. "Freedom from interference: Decisional privacy as a dimension of consumer privacy online," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 12-36, June.
    5. Carmen Isensee & Kai-Michael Griese & Frank Teuteberg, 2021. "Sustainable artificial intelligence: A corporate culture perspective [Sustainable artificial intelligence: Eine unternehmenskulturelle Perspektive]," Sustainability Nexus Forum, Springer, vol. 29(3), pages 217-230, December.

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