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GenAI and Consumer Research: Are We the Last Generation of Human Consumer Researchers?

Bernd H. Schmitt

Journal of Consumer Research2025https://doi.org/10.1093/jcr/ucaf015article
FT50UTD24AJG 4*ABDC A*
Weight
0.46

Abstract

Explorations of Generative artificial intelligence (GenAI) have moved to the forefront of consumer research, as scholars examine its implications for ideation and conceptualization, data collection and analysis, and writing and publishing. Introducing this special section of the Journal of Consumer Research on GenAI and consumer research, the author calls for a critical—and self-critical—engagement with GenAI, calling on researchers to embrace its potential while remaining mindful of both its constraints and their own biases. The author concludes that, given GenAI’s rapid evolution, the insights in this special section remain provisional and may require reconsideration as the technology advances.

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https://doi.org/https://doi.org/10.1093/jcr/ucaf015

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@article{bernd2025,
  title        = {{GenAI and Consumer Research: Are We the Last Generation of Human Consumer Researchers?}},
  author       = {Bernd H. Schmitt},
  journal      = {Journal of Consumer Research},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1093/jcr/ucaf015},
}

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GenAI and Consumer Research: Are We the Last Generation of Human Consumer Researchers?

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Evidence weight

0.46

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.37 × 0.4 = 0.15
M · momentum0.60 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.