KOREASCHOLAR

UNCOVERING THE RESEARCH ON THE ARTIFICIAL INTELLIGENCE-HUMAN RELATIONSHIP

Aoqiao Zhang, Sandra Maria Correia Loureiro, João Marques Guerreiro
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422719
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.699-704
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Artificial intelligence (AI) technology is recognized as essential in the 4th industrial revolution (Schwab, 2017), which is capable of interacting with the environment and processing and transforming data information to inform goal-directed behavior (Paschen, Kietzmann, & Kietzmann, 2019). Due to the advances in intelligent systems and the incorporation of AI agents in smart devices, more than eight billion digital voice assistants will be used globally by 2024 (Thormundsson, 2022; Gilkson & Woolley, 2020). For successful and positive consumer-brand relationships, constructs such as trust, satisfaction, and commitment are vital (Garbarino & Johnson, 1999; Nyadzayo & Khajehzadehb, 2016). Unlike humans, Artificial intelligence agents could achieve relationship marketing engagement by encouraging users to anthropomorphize the other parties in their technology-mediated interactions, such as applications like chatbots, virtual assistants, and service robots (Steinhoff et al., 2019). Those applications can also use humanoid traits to engage customers in organizations (van Doorn et al., 2017).

Keyword
Artificial IntelligenceHuman-AI RelationshipClose RelationshipsAnthropomorphismTrust
Author
  • Aoqiao Zhang(Iscte-Instituto Universitário de Lisboa and Business research unit (BRU-IUL), Portugal)
  • Sandra Maria Correia Loureiro(Iscte-Instituto Universitário de Lisboa and Business research unit (BRU-IUL), Portugal)
  • João Marques Guerreiro(Iscte-Instituto Universitário de Lisboa and Business research unit (BRU-IUL), Portugal)