Between Cognitive Overload and Dehumanization: Exploring the Dimensions of Consumer Fatigue with Artificial Intelligence

Abstract

Artificial intelligence (AI) is now a central player in interactions between brands and consumers, but its intensive use can generate cognitive, emotional, and relational fatigue, which has been little explored in marketing literature. This research aims to understand AI-fatigue and identify its constituent dimensions through consumers' experiences. An exploratory qualitative approach was adopted, based on 22 semi-structured interviews with regular users of AI, including chatbots, voice assistants, and recommendation systems. Thematic analysis revealed that AI fatigue unfolds along cognitive, emotional, relational, and ethical dimensions, leading in particular to information overload, feelings of dehumanization, and changes in strategies for interacting with technologies. This study makes a theoretical contribution by proposing an integrative conceptualization of AI fatigue and offers practical insights for designing more balanced and sustainable interactions between consumers and intelligent technologies.