aceA meta-analysis of the effects of AI agent implementation on customer-level outcomes
Firms increasingly use AI agents, such as recommendation algorithms and chatbots, to enhance customer value, yet research documents mixed effects on customer outcomes. To address and clarify these heterogeneous findings, we conduct a meta -analysis of 468 effect sizes reported in 95 articles with 82,751 participants examining AI agent implementation across both substitution contexts (AI replacing humans) and adoption contexts (AI introduced into previously non-AI processes). Results indicate that customers, on a…
Customers exposed to AI agent implementation in substitution and adoption contexts responded less favorably on average as of the 2026 meta-analysis
Average negative effect is not uniform; direction and magnitude vary with design and context factors
Evidence
- Peer-reviewedJournal of Business Research2026-04-04
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Truvace Impact Record TRV-2026-0155, v1: “A meta-analysis of the effects of AI agent implementation on customer-level outcomes.” Truvace, 2026-07-13. /record/TRV-2026-0155 (accessed at citation time). sha256 74091854998fff6e…
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