ESCP Europe

Langue

English

Publication year

01/02/2026

AI reviews, defined as product reviews generated by artificial intelligence, represent a novel application of AIGC in e-commerce. This study investigates how AI reviews influence consumers' purchase intention, considering the roles of product category, review breadth, and consumer review volume. Results show that AI reviews significantly increase purchase intention for search products but have no effect on experience products. Moreover, consumer review volume strengthens the effect of AI reviews for search products but weakens it for experience products. In addition, an inverted U-shaped relationship is identified between the breadth of AI reviews and consumers' purchase intention for experience products. These findings highlight the context-dependent effectiveness of AI reviews and extend the literature on AI-generated content, while offering practical implications for e-commerce platforms seeking to leverage AI reviews strategically.