Muhammad S. Akram, University of Essex

Boris Bartikowski, Kedge Business School

Neeru Malhotra, Georgia Southern University

Muhammad Awais Shakir Goraya, University of Portsmouth

This special issue examines how artificial intelligence, particularly generative AI and immersive technologies, is reshaping consumer experiences and marketing strategies. The collection addresses emerging challenges around consumer autonomy, data governance, and well-being as AI becomes increasingly embedded in phygital ecosystems that blend physical and digital touchpoints. The issue aims to establish a multidisciplinary foundation for integrating AI into socially responsible marketing practices that prioritize consumer trust, equity, and psychological safety.

The special issue seeks research that advances ethical frameworks for AI-driven marketing innovation, identifies how responsible practices create competitive advantage, develops multi-stakeholder collaboration approaches, and examines implications for vulnerable populations. It welcomes studies on algorithmic transparency, anthropomorphic AI relationships, identity formation in AI-mediated environments, and governance mechanisms that balance personalization with consumer protection across immersive and phygital contexts.

Appel publié par Psychology and Marketing. Voir l'appel sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• How does generative AI influence consumer autonomy, trust and perceived control in immersive and phygital environments?
• What design principles and governance mechanisms ensure that personalisation enhances rather than manipulates decision-making?
• What mechanisms enable responsible AI to protect consumer agency while delivering personalisation benefits?
• How do AI-powered AR filters and virtual avatars influence body image, self-esteem, and identity formation?
• What ethical design principles ensure inclusive representation of race, gender, and ability in AI-generated avatars?
• How can brands use immersive technologies responsibly to promote authentic identity expression rather than narrow beauty standards?
• How can Socially Responsible Marketing (SRM) help prevent body image harm in AI-driven and immersive marketing environments?
• How do consumer perceptions of algorithmic transparency and fairness influence trust in AI-driven experiences?
• What communication strategies credibly signal ethical AI commitments to consumers?
• How can responsible AI principles prevent deception and manipulation in the deployment of virtual influencers within socially responsible marketing?
• How do anthropomorphism and mind-related attributions to AI shape consumer–AI relationships and their implications for well-being?
• How does AI-driven orchestration of phygitality (integrated physical and digital experiences) influence consumer perceptions of responsibility, authenticity, and trust?
• How do phygital service environments alter power asymmetries between firms and consumers?

Timeline

• August 31, 2026: Submission deadline