Mapping relationship dynamics in marketing: A text-mining approach for human–AI interaction studies

Abstract

Artificial intelligence (AI) is profoundly transforming the business landscape, economic structures, and societal interactions by redefining stakeholder and citizen experiences and relationships(Loureiro et al., 2021). In the current digital era, artificial intelligence (AI) is anticipated to significantly transform the job market, particularly through the deployment of text-based conversational agents such as chatbots(Letheren et al., 2020). Despite the widespread adoption of chatbots by numerous business leaders in recent years, consumer acceptance and sustained usage remain comparatively limited(Forbes, 2019). Research on artificial intelligence (AI) has emerged from various fields of study. However, progress in AI development has largely occurred in isolated domains, with limited interdisciplinary collaboration(Loureiro et al., 2021). One of the vital areas of research in the field of intelligent chatbots is examining how humans understand and interact with these systems.