To Use or Not: Differentiating Artificial Intelligence Content for Different Industries

Category

Lee Business School > Marketing and International Business > Consumer Behavior

Received

May 3, 2025

Accepted

May 15, 2026

Published

September 18, 2026

Authors

• Dayanna Jauregui, University of Nevada, Las VegasFollow

Authors

Dayanna Jauregui (DJ), and Kaiyang Wu (KW)

Author Affiliations

Lee Business School, University of Nevada, Las Vegas, Las Vegas, NV, USA.

Corresponding Author

Dayanna Jauregui, [email protected]

DOI

https://doi.org/10.9741/2766-7227.1039.

Author Contributions

DJ: Conceptualized the research question, reviewed relevant literature, performed data analyses, and contributed to writing the manuscript.

KW: Contributed to the conceptualization of the research questions, study design, data analysis, writing and editing.

Copyright

Articles in Spectra are freely available under a Creative Commons Attribution License (CC BY 4.0) which allows others to re-use the work without permission as long as the work is properly cited.

Data Availability Statement

The author confirms that all data underlying the findings are fully available without restriction.

Conflicts of Interest

The author declares that no conflicts of interest exist.

Ethical Considerations

Institutional Review Board (IRB) approval was granted before the start of this study.

Funding

This study was funded by AANAPISI, LSAMP, & McNair Summer Research Institute, University of Nevada, Las Vegas in Summer 2024.

Abstract

Artificial Intelligence continues to develop; its integration has rapidly progressed into numerous business industries, impacting business operations regardless of context. This study examines how consumers respond to AI implementation across industries that vary in perceived creativity. Using a survey and a 2 by 2 between- subjects experimental design, this research finds that AI implementation negatively affects consumers’ willingness to purchase, regardless of the perceived creativity level of the industry. Additionally, drawing on research linking gender to differential perceptions of technology, this research shows that the negative effect of AI implementation is stronger for women than for men. Based on the findings, practical implications are offered while limitations are also discussed.

Keywords

AI implementation, consumer responses, business industries, creativity, gender

Submission Type

Primary research article

Recommended Citation

Jauregui, D. (2026). To Use or Not: Differentiating Artificial Intelligence Content for Different Industries. Spectra Undergraduate Research Journal, 5(1), 22-29. https://doi.org/10.9741/2766-7227.1039.