With the rise of generative AI, Wharton Assistant Professor of Marketing, Wendy De La Rosa, cautions the use of AI to encourage consumer spending, indicating that it could limit good financial decision-making. In her paper co-authored with Christopher J. Bechler, Unveiling the Adverse Effects of Artificial Intelligence on Financial Decisions via the AI-IMPACT Model, she highlights that generative AI reduces the pain of payment (the negative emotions people feel when they spend money), and therefore, consumers tend to spend more and increases the likelihood of making a purchase. AI alters the financial decision-making process of consumers as a result of access, personalization, flexibility, and automation.