The impact of conversational AI on memory retention: a study of digital amnesia in the context of product research with ChatGPT

Abstract

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.