AI-Induced Consumer Vulnerability: What Marketers Need to Know
As AI embeds itself into discovery, personalisation, purchase, and post-sale engagement, a key risk is being overlooked: consumer vulnerability triggered by intelligent systems. Research at Griffith University led by PhD researcher Nhung Trinh examines how AI can alter perceptions, emotions, and trust-sometimes quietly, sometimes at scale.
The takeaway is direct. Vulnerability is not confined to disadvantaged groups. Any customer can feel exposed if AI-driven interactions are opaque, overly persuasive, or biased. For marketers, this is both a responsibility and an advantage: design for clarity and control, and you build stronger brands.
Where AI Pressures Consumer Autonomy
- Hyper-personalisation: Over-tuned feeds and offers can push people into narrow choices or impulse actions.
- Predictive targeting: Timing and messaging that exploit cognitive biases can move consumers faster than they can assess.
- AI social interaction: Chatbots and avatars that mimic empathy may blur the line between helpful and manipulative.
- Surveillance and tracking: Constant monitoring increases anxiety and reduces perceived control.
- Algorithmic bias: Skewed data leads to unfair outcomes, eroding trust and loyalty.
Signals of Vulnerability in Your Funnels
- Confusion about whether a human or AI is interacting.
- Spikes in regret, complaints, or refund requests after automated nudges.
- Over-reliance on recommendations with low product understanding.
- Consent fatigue: users click "agree" without reading, then disengage later.
- Trust drops after small errors because systems feel opaque or one-sided.
Practical Moves for Ethical, Effective AI
- Map AI touchpoints: Identify where models influence discovery, pricing, ranking, messaging, and service.
- Set red lines: No targeting based on sensitive states (e.g., grief, addiction). Block dark patterns.
- Explain in plain language: Label AI interactions, show why something was recommended, and offer a human option.
- Friction with intent: Add confirmation steps for high-stakes actions; let users easily adjust preferences.
- Data minimisation and consent: Collect only what you need and surface controls upfront.
- Bias checks: Test outcomes by segment; retrain or rebalance when disparities appear.
- Measure well-being: Track informed choice rates, perceived control, and post-purchase satisfaction.
- Rate-limit influence: Cap frequency for urgent prompts and scarcity messages.
- Post-incident reviews: When AI misfires, log it, fix it, and communicate transparently.
How the Research Advances Marketing Practice
The project combines a comprehensive review with experiments to map how personalisation, surveillance, AI-mediated social interaction, and bias influence consumer responses and marketplace outcomes. It clarifies the line between helpful relevance and harmful pressure-and shows the conditions where each occurs.
For brands, this translates into better design choices, stronger consent frameworks, and policies that balance performance with consumer well-being.
Governance You Can Apply
- Adopt a risk framework: Use structured assessments to evaluate AI influence, transparency, and user control. See the NIST AI Risk Management Framework.
- Align with sustainability goals: Responsible AI supports better consumption and fair growth. Relevant references include UN SDG 12: Responsible Consumption and Production, SDG 8, and SDG 9.
Why This Matters Now
Deepfakes, targeted ads, and opaque recommendation engines are here. As these systems become standard, the cost of mistrust rises. Clear, fair, and explainable AI isn't just ethical-it's a durable growth strategy.
Research Team
PhD Researcher: Nhung Trinh (Griffith University)
Supervisors: Dr Mai Nguyen (Griffith University), Dr Jiraporn Surachartkumtonkun (Griffith University), Associate Professor Liem Viet Ngo (University of New South Wales)
Skill Up Your Team
If you want your marketers to build high-performing, consumer-safe AI funnels, consider structured training. Explore the AI Certification for Marketing Specialists.
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