When more is less:The other side of artificial intelligence recommendation

Based on consumers'preferences.Al(artificial intelligence)recommendation automati-cally filters information,which provokes scholars'debate.Supporters believe that by analyzing the consumers'preferences,Al recommendation enables consumers to choose products more quickly and at a lower cost.Critics deem that consumers are more easily trapped in information cocoons because of the use of Al recommendations.This reduces the possibility of consumers contacting a variety of commodities,thus lowering the con-sumer decision quality.Based on experiments.this paper discusses the moderating role of Al recommendation on the relationship between consumers'preferences and information cocoons.Moreover,it examines the relationship between information cocoons and con-sumer decision quality.The fndings are:Al recommendation strengthens consumers'preferences;consumers'preferences are positively correlated with information cocoons and further lead to the decline of consumers'decision quality.In the Al era.this paper contributes to revealing the dark sides of AI recommendation and provides empirical evidence for the regulation of Al behaviors.