Title: Generative AI as agent: perceptual analysis of intrinsic and extrinsic factors from agency and chaos theoretical perspectives

Authors: Alan D. Smith; Anna Abdulmanova

Addresses: Department of Marketing, Robert Morris University, Pittsburgh, PA, USA ' Department of Finance, Robert Morris University, Moon Township (Pittsburgh), PA 15108, USA

Abstract: Undoubtedly, the role of data analytics in understanding consumer behaviour and providing quality interaction and experience has helped ignite the exponential growth of generative AI in society. This exploratory study of AI as an agent in decision-making processes was designed to examine which intrinsic and extrinsic motivational factors affect the adoption and implementation of AI technology. A sample of well-educated adults from Western PA and Northeastern OH was used to test the degree to which consumers accept generative AI in their daily routines and decision-making activities. While many consumers are open to using AI and are willing to delegate some responsibilities to technology, empirical analysis has shown significant concerns about privacy, trust, and ethical dilemmas when using AI for personal and work-related activities.

Keywords: agency theory; big-data analytics; chaos theory; ethical dilemma; generative AI; GAI; hedonic gratification; omnichannel; utilitarian gratification.

DOI: 10.1504/IJAISC.2026.153147

International Journal of Artificial Intelligence and Soft Computing, 2026 Vol.10 No.1, pp.17 - 70

Received: 20 Mar 2025
Accepted: 24 Dec 2025
Published online: 23 Apr 2026 *

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