Driving Consumer Engagement and Usage Intention in AI ‐Driven Products: The Role of Personal Control
Vinish Kathuria, Moutusy Maity, Hyokjin Kwak · Journal of Consumer Behaviour · 2026
ABSTRACT Technological advancements and widespread Internet access have driven the mass adoption of Artificial Intelligence (AI)‐driven products, applications, and services, enhancing their ability to inform and assist consumers effectively. Through four experiments examining utilitarian and hedonic AI‐driven products, we integrate insights from cognitive psychology, artificial intelligence, and consumer engagement literature. Our findings reveal that high natural interaction, compared to low natural interaction, significantly enhances consumers' intention to use AI‐driven products. Consumer engagement mediates the relationship between natural interaction and intention to use, serving as both a motivational and persuasive mechanism influencing consumer behavior. This mediating effect is moderated by personal control for utilitarian products but not for hedonic ones. These findings highlight the importance of designing intuitive, customizable interfaces to improve usability and user satisfaction across AI‐driven products.