How artificial intelligence in smart devices affects customer-brand relationships

Abstract

This paper explores how customer-brand relationships are built during the interaction of users with artificial intelligence (AI) enabled smart devices. Although the market of smart devices and AI-enabled technology is still in its infancy, such interactions will develop to become an important part of our daily activities. Such AI agents, will help consumers to perform their daily activities, to decide on the products that may fit them better and even engage in thoughtful discussions regarding consumer’s beliefs and values. Therefore, understanding what may drive consumers to approach or avoid, maintain or terminate, enhance or not a relationship with an AI agent is of particular important for the future. The Attachment-Aversion (AA) theory is used to propose and test a conceptual model of how AI in smart devices may affect customer-brand relationships. Results show that enriching the self has the highest effect on AA relationships and on motivational strength to continue the relation. The paper concludes by discussing the findings and highlighting the main theoretical and managerial contributions of the study.