Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/29328
Author(s): | Zhang, A. Loureiro, S. M. C. Guerreiro, J. M. |
Editor: | Rust, R. T., Peres, R., Robinson, L., Nishio, C., and Garrett, T. |
Date: | 2023 |
Title: | Uncovering the research on the artificial intelligence-human relationship |
Book title/volume: | 2023 Global Marketing Conference at Seoul Proceedings "Marketing & Management Transformation in the Challenging Digital Environment" |
Pages: | 699 - 704 |
Event title: | 2023 Global Marketing Conference at Seoul |
Reference: | Zhang, A., Loureiro, S. M. C., & Guerreiro, J. M. (2023). Uncovering the research on the artificial intelligence-human relationship. In R. T. Rust, R. Peres, L. Robinson, C. Nishio, & T. Garrett (Eds.), 2023 Global Marketing Conference at Seoul Proceedings "Marketing & Management Transformation in the Challenging Digital Environment" (pp. 699-704). Global Alliance of Marketing and Management Associations. https://doi.org/10.15444/GMC2023.08.07.02 |
DOI (Digital Object Identifier): | 10.15444/GMC2023.08.07.02 |
Keywords: | Artificial intelligence Human-AI relationship Close relationships Anthropomorphism Trust |
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). |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-CRI - Comunicações a conferências internacionais |
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conferenceobject_97782.pdf | 588,37 kB | Adobe PDF | View/Open |
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