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Companies utilize increasingly capable Artificial Intelligence (AI) technologies to deliver modern services across a range of consumer service industries. AI autonomy, however, sparks skepticism among consumers leading to a decrease in their willingness to adopt AI services. This raises the question as to whether consumer trust in companies can overcome consumer reluctance in their decisions to adopt high (vs low) autonomy AI services.

Using a representative survey (N = 503 consumers corresponding to N = 3,690 observations), this article investigated the link between consumer trust in a company and consumers' intentions to adopt high (vs low) autonomy AI services from the company across 23 consumer service companies accounting for six distinct service industries.

The results confirm a significant and positive relationship between consumer trust in a company and consumers' intentions to adopt AI services from the same company. AI autonomy, however, moderates this relationship, such that high (vs low) AI autonomy weakens the positive link between trust in a company and AI service adoption. This finding replicates across all 23 companies and the associated six industries and is robust to the inclusion of several theoretically important control variables.

The current research contributes to the recent stream of AI research by drawing attention to the interplay between trust in companies and adoption of high autonomy AI services, with implications for the successful deployment and marketing of AI services.

Consumers can be an interesting source of knowledge if companies manage to attract them to an interactive process of new product development (NPD). The purpose of this paper is to investigate factors influencing consumers’ willingness to participate in NPD activities.

A survey with 1,038 respondents was held in Denmark. Food products for weight management were used as an example to further explore these issues and test the research hypotheses. Data were analysed by means of hierarchical regression analysis.

Results indicated that consumer innovativeness is a key factor to stimulate participation. An increase in either cognitive or emotional dimensions also encourages consumer interaction with the company. Weight perception and willingness to participate is moderated by age group. These findings can help managers to identify key segments when developing new food products for weight management.

This study has proposed and tested a model based on relevant literature and validated scales using a model generation approach to discuss motivations and factors that influence willingness to participate in NPD projects in the food sector.