Article Author: Manuel T. Fernandes

Purpose -This paper explores how Artificial Intelligence (AI) can influence cultural innovation processes through the introduction of products and services that induce behavioral change. Design/methodology/approach - The study adopts a descriptive literature review methodology, combining academic sources with institutional and industry evidence, to analyze AI-induced behavior change within a cultural innovation framework. Findings - The analysis shows that even at its current limited-memory stage, AI contributes to cultural innovation by reshaping consumer behavior, organizational routines, institutional norms, epistemic authority, and aesthetic valuation. Originality - The paper positions AI-induced behavioral change as a form of cultural innovation, operationalized through four distinct cultural innovation process types. Practical implications - The framework can assist managers, policymakers, and designers in anticipating cultural effects of AI-enabled products and services. Social implications - AI-driven cultural innovation may contribute to the emergence of new subcultures, norms, and social expectations, raising important societal and ethical considerations.

Keywords: Artificial Intelligence; Cultural Innovation Process; Behavioral Change; Value Creation; Human–AI Interaction

Article Review Status: Published

Pages: 12 - 24

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