Understanding the Relationship Between Firms' AI Technology Innovation and Consumer Complaints

Environmental controversies in global supply chains pose significant risks for global buyers. This study examines whether overseas suppliers' exposure to buyers' artificial intelligence (AI)-enabled environmental governance reduces supplier environmental controversies. Drawing on organizational information processing theory and signaling theory, we investigate how suppliers' exposure to AI-enabled governance influences their environmental controversies and the institutional contingencies under which this effect varies. Using text analysis to measure buyer AI-enabled environmental governance, we analyze panel data on 2,505 suppliers of U.S.-listed firms across 41 countries from 2020 to 2024 with multidimensional fixed-effects models. We find that suppliers' exposure to buyer AI-enabled environmental governance is negatively associated with supplier environmental controversies in the following year. This negative relationship is stronger in supplier countries with higher AI readiness and regulatory quality. The study contributes to research on AI-enabled sustainability governance and sustainable supply chain risk management.

Consumers are generally resistant to Artificial Intelligence (AI) involvement in moral decision-making, perceiving moral agency as requiring uniquely human traits. This research investigates whether consumers might instead accept AIs in the role of moral compliance, where AI upholds pre-existing moral norms without exercising subjective discretion. Across five studies this research shows that consumers evaluate AI more positively than human agents in moral compliance roles. The findings reveal that this preference arises from inferences of AI's lack of ulterior motives, which are often attributed to human agents. While previous studies have focused on AI as a decision-maker, this work demonstrates the critical role of upholding pre-existing rules, a role in which AI is perceived to excel. These findings contribute to understanding consumer acceptance of moral AI and provide actionable insights for organizations seeking to leverage AI in ethical oversight. By positioning AI as a moral compliance agent, companies can address consumer skepticism, enhance trust, and improve perceptions of corporate ethicality.

At a time when the phenomenon of 'AI washing' is quietly spreading, an increasing number of enterprises are using the label of artificial intelligence merely as a cosmetic embellishment in their annual reports, rather than as a genuine engine driving transformation. A test regarding the essence of innovation and the authenticity of information disclosure has arrived. This paper employs large language models to conduct semantic analysis on the text of annual reports from Chinese A-share listed companies from 2006 to 2024, systematically examining the impact of corporate AI washing behaviour on their green innovation. The research reveals that corporate AI washing exerts a significant crowding-out effect on green innovation, with this negative relationship transmitted through dual channels in both product and capital markets. Furthermore, this crowding-out effect exhibits heterogeneity across firms and industries, with private enterprises, small and medium-sized enterprises (SMEs), and firms in highly competitive sectors suffering more severe negative impacts from AI washing. Simulation results indicate that a combination of policy tools can effectively improve market equilibrium. Based on this, this paper proposes that the government should design targeted support tools to 'enhance market returns and alleviate financing constraints', adopt a differentiated regulatory strategy, and establish a disclosure mechanism combining 'professional identification and reputational sanctions' to curb such peer AI washing behaviour.