The role of artificial intelligence as a stakeholder in consumers’ makeup product purchasing decisions
DOI:
https://doi.org/10.14267/VEZTUD.2026.07-08.04Keywords:
artificial intelligence, stakeholder theory, consumer decision making, beauty technologiesAbstract
Rapid integration of artificial intelligence (AI) into the beauty industry fundamentally transforms consumer decision making, simultaneously challenging traditional stakeholder theory. The authors recognized that traditional stakeholder approaches are unable to fully address the characteristics of AI, such as autonomous operation, influencing capacity, predictive decision support, and the active role it plays in shaping consumer experiences. The aim of this research is to explore how AI can be interpreted as a stakeholder and through what mechanisms it exerts a structural impact on the purchasing processes of makeup products. In the empirical research mixed-methods approach was used, including a questionnaire-based survey and in-depth interviews. Empirical results showed that AI appears as a decision-making support actor for more than half of consumers, making its interpretation as a stakeholder well-founded. The acceptance of AI recommendations correlated with age, education and attitude towards technology. During the cluster analysis, distrustful, technology-friendly and traditional consumer groups were separated.
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