Publicação em atas de evento científico
Uncovering the research on the artificial intelligence-human relationship
Aoqiao Jojo Zhang (Zhang, A.); Sandra Loureiro (Loureiro, S. M. C.); João Guerreiro (Guerreiro, J. M.);
2023 Global Marketing Conference at Seoul Proceedings
Ano (publicação definitiva)
2023
Língua
Inglês
País
Coreia do Sul
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Abstract/Resumo
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).
Agradecimentos/Acknowledgements
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Palavras-chave
Artificial intelligence,Human-AI relationship,Close relationships,Anthropomorphism,Trust