Consumer dependency on ChatGPT and its impact on their wellbeing

The advent of conversational artificial intelligence (AI) platforms, particularly ChatGPT, represents a significant evolution in the way information is accessed and decisions are made in our daily lives. This PhD project will be dedicated to examining the intricate relationship between consumers and ChatGPT, with a specific emphasis on ‘user dependency’ and its implications for wellbeing (Paul et al., 2023). The concept of ‘user dependency’ here refers to the growing trend of relying excessively on ChatGPT or other AI natural language processing tools (NLPs) for essential tasks such as information-seeking, problem-solving, and decision-making processes (Dwivedi et al., 2023), a trend that warrants in-depth academic scrutiny.

A pivotal aspect of this research is understanding how the increasingly human-like responses from AI systems like ChatGPT potentially foster a dependency (Baird and Maruping, 2021). This dependency raises critical questions as it might lead users to excessively depend on the technology for crucial decisions or interactions, thus potentially diminishing their own critical decision-making capacities (Tech Knowledge, 2023).

This PhD project aims to investigate the potential addictive nature of ChatGPT and other NLPs and the possible extensive impact on consumer wellbeing. While ChatGPT offers notable advantages such as convenience and swift access to information, this research seeks to delve into the deeper consequences of its dependency. These effects might range from reduced critical thinking skills to a broader impact on cognitive and emotional wellbeing, crucial areas for understanding the role of AI in consumer lifestyles and modern society.

How to apply

Formal applications can be submitted via the University of Bradford web site; applicants will need to register an account and select 'Full-time PhD in Marketing' as the course, and then specify the project title when prompted.

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