| Type | Theory | Purpose | Theoretical application | Findings | Reference |
| Cognition impact | Use and Gratifications theory | the impact of CAIEPB on brand experience | building a better consumer experience by analyzing audience’s motivation to use AI and get their needs met | member selection and continuance use of AI is based on their needs or use satisfaction and gratification | |
| Social Cognitive theory | identify ways in which behavior can be changed and modified | AI use was assessed through the constructs of self-efficacy, outcome expectancy, performance, anxiety, affect, and outcome expectations | It is developed on three factors: behavior, personality and environment, which interact to predict the behavior of groups and individuals in both directions | | |
| Context impact | Co-creation theory | impact on Stakeholder Value; Co-creation of CAIEPB | exploring how AI affects the process of co-creating value | AI-enabled digital services escape creates opportunities for multiple players to participate in service ecosystems, creating a competitive and collaborative environment | |
| Diffusion of innovation theory | the impact of AIIPB on brand communication | diffusion of innovation theory assumes AI once introduced into a social system, it is continuously transmitted in the whole social system over time | AI can enhance brand communication | | |
| Dynamic Capabilities theory | customer value creation | Measure, predict and understand the ability of an enterprise to create customer value through digital networks | AI enables a firm to gain new forms of competitive advantage | | |
| Activation impact | social facilitation theory | the impact of working with AI | the presence of others may motivate and enhance the performance of individuals | Robots can facilitate human interaction and ease conflicts between other human teammates | |
| Technical Innovation Theory | measure levels of place technology innovation ability | identify effective indicators to measure the level of technological innovation capacity in a region | place technology innovation ability can reflect the degree to which the technology innovation system is in place | |