From human to AI: Understanding the impact of voice AI on consumers’ food choices

As voice AI is increasingly adopted in the food service industry, examining its effect on consumer behaviors is critical. This study examines the impact of ordering through voice AI versus human employees on consumers’ food choices. Across five online and lab experiments, consumers are more likely to select indulgent food options when interacting with voice AI (vs. human employees). This effect is driven by increased cognitive depletion, heightening reliance on affective processing. The findings also reveal that the presence of an avatar can mitigate the impact of voice AI on food choice. This research contributes to the growing literature on AI–human interaction, offering valuable implications for food marketers, consumers, and public health advocates.