Too Smart to Trust? Algorithmic Intelligence and the Erosion of Consumer Autonomy
Israk Fabian Hasan · Journal of Global Marketing · 2026
As algorithmic intelligence becomes increasingly sophisticated, consumers may perceive not empowerment but erosion of autonomy. This research introduces Algorithmic Autonomy Erosion (AAE) as a distinct psychological mechanism explaining why highly intelligent AI systems can undermine trust. Across three studies a scale development, a controlled experiment, and a large-scale-survey results demonstrate that perceived algorithmic intelligence reduces trust indirectly through heightened autonomy erosion and subsequent psychological reactance. Evidence for a nonlinear effect is mixed. By shifting the focus from performance to perceived authorship displacement, this study advances theory on AI trust and consumer agency.