Master Thesis Online
The impact of conversational AI on memory retention: a study of digital amnesia in the context of product research with ChatGPT
Lebleu, Elsa 
Promotor(s) :
Steils, Nadia
Date of defense : 20-Jun-2025/24-Jun-2025 • Permalink : http://hdl.handle.net/2268.2/22822
S190193_Lebleu_Elsa.pdfDetails
| Title : | The impact of conversational AI on memory retention: a study of digital amnesia in the context of product research with ChatGPT |
| Translated title : | [fr] L'impact de l'IA conversationnelle sur la rétention de la mémoire : une étude de l'amnésie numérique dans le contexte de la recherche de produits avec ChatGPT. |
| Author : | Lebleu, Elsa
|
| Date of defense : | 20-Jun-2025/24-Jun-2025 |
| Advisor(s) : | Steils, Nadia
|
| Committee's member(s) : | El Midaoui, Youssra
|
| Language : | English |
| Number of pages : | 80 |
| Keywords : | [fr] Artificial Intelligence, Conversational AI, ChatGPT, non-assisted memory, cognitive offloading, digital amnesia, exploratory quantitative study, memory retention |
| Discipline(s) : | Business & economic sciences > Marketing |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sciences de gestion, à finalité spécialisée en international strategic marketing |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[fr] In a context of information overload and the rise of AI-powered conversational agents, this research explores the impact of using ChatGPT on consumers’ non-assisted memory when searching for product-related information. Through an exploratory quantitative study including an experimental component, this work examines whether a high reliance on these tools, combined with a high level of trust, can lead to cognitive offloading that affects information retention. The theoretical model integrates trust as a mediating variable, as well as information complexity, age, and education level as moderators. Although no hypothesis has been formally validated, the results nevertheless provide valuable insights for both academic research and marketing strategies, highlighting a possible paradox between technological efficiency and cognitive engagement.
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