Will We Be the Last Human Editors of JCR?

Abstract

Early in our editorial tenure, we enjoyed an animated discussion of the expanding potential of artificial intelligence (AI). Bernd Schmitt wondered aloud if he would be the last human Editor-in-Chief at JCR to the (almost) universal eye-rolling of the other editors. That was in 2021. But in 2024, the question seems more prescient than ridiculous. The quick and easy answer is, of course not . There is a new human editorial team whose tenure runs from 2025 to 2028, and commitments will be honored. However, the long answer is considerably more difficult and is the focus of this editorial. Thinking through the ways that we utilize AI in the creation, review, and publication of consumer research requires a specificity of analysis that goes beyond a polarized black-or-white approach. We see essays on the topic that take a simple yes (“Welcome to our robot future!”) or no (“Robots in research are a sign of the end-times”) viewpoint. But increasingly, scholars must consider how human effort and AI can combine in productive and responsible ways to enhance the quality, efficiency, and accessibility of our work. Here, we offer a brief analysis specific to consumer research.