Will I try or will I resist artificial intelligence-based frontline service technologies? A review and research agenda

Abstract

The limited research on consumer resistance to artificial intelligence-based frontline service technologies (AI-based FSTs) has been overshadowed by studies emphasizing the drivers for its adoption. By integrating innovation diffusion and innovation resistance theories, we systematically reviewed and synthesized the relevant literature and, following the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework, distinguished between forms of resistance and explained how they shape consumers' willingness or unwillingness to try AI-based FSTs. The findings offer actionable insights for management by identifying how design, communication, and implementation choices trigger or mitigate resistance and outline future research pathways in AI-enabled service innovation.