Taking the fiction out of science fiction: (Self-aware) robots and what they mean for society, retailers and marketers

The development of human-like artificial intelligence has been a goal of computer scientists since the 1950s. Recent technological developments have led to an increased interest in the discourse on human-robot interactions, as robots equipped with artificial intelligence are expected to take a more prominent role in society. This article links insights from psychology and consumer behavior with recent developments in human-robot interactions. In doing so, the article first argues that humanoid robots will have a vast impact on society, specifically on the healthcare, educational and relationship sectors. The article also presents specific implications for retailers and marketers. Moreover, the article outlines examples on how human-robot interactions in the aforementioned sectors may be shaped once humanoid robots with artificial intelligence develop human like self-awareness. Finally, the article offers a viewpoint on how self-aware humanoid robots may even become active members of society that use brands as a means of self-expression; thus, suggesting that the notion of the consumer should be extended from humans to include self-aware humanoid robots.