Who Is Talking to the <scp>AI</scp> Assistants? A Consumer Segmentation Analysis

Abstract

ABSTRACT Conversational AI tools such as ChatGPT, Claude, and Gemini are changing how people seek information, support, and advice; however, users still interact with them in different ways. This study examines consumer heterogeneity in conversational AI engagement through a cluster analysis of 391 North American participants. The study identifies three distinct user segments: Confident Individual Adopters , Hesitant Pragmatists , and Socially‐Driven Tech Enthusiasts . The segments differ in evaluations and in how positive and negative beliefs co‐occur, especially around anxiety, trust, privacy, and social influence. These results suggest that conversational AI adoption is not a simple spectrum. Instead, users fall into distinct groups shaped by different motivations, concerns, and expectations. These findings contribute to consumer behavior research by showing how a segmentation lens clarifies psychological heterogeneity in AI interactions and offers practical guidance for tailoring design and communication strategies across user groups.

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