European Social Marketing Conference 2026

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

Loneliness is a growing global health challenge, but can Artificial Intelligence (AI) help address it? This session presents research examining when and for whom human- versus AI-based recommenders enhance or undermine trust and, in turn, consumer evaluations of well-being–oriented services. Attendees will gain evidence-based insights for designing socially responsible marketing interventions that foster consumer well-being and advance social marketing’s broader mission of positive societal impact.