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Consumer–machine relationships in the age of artificial intelligence: Systematic literature review and research directions

“…For example, satisfactory experiences with smart AI agents lead to customer service loyalty via the process of AI love (comprised of passion, intimacy, and commitment) (Hernandez‐Ortega & Ferreira, 2021), while anthropomorphism of AI speakers leads to customer purchase intentions via attachment development (Kim et al, 2022). Mendes Ferreira et al (2022) show that a customer's deeper engagement with an AI voice assistant stems from the authenticity of experiences and attachment via the “feeling of possession and being connected” (aka psychological ownership). Pantano & Scarpi, (2022) report that customer satisfaction and continuance intentions are developed based on customer assessment of AI intelligence via positive and negative emotion formation.…”

“…The majority of studies exploring customer-experience consequences in the contexts of e-commerce or hospitality consider them as secondary to the human-AI relationship development process. For example, satisfactory experiences with smart AI agents lead to customer service loyalty via the process of AI love (comprised of passion, intimacy, and commitment) (Hernandez-Ortega & Ferreira, 2021), while anthropomorphism of AI speakers leads to customer purchase intentions via attachment development ). Mendes Ferreira et al (2022 show that a customer's deeper engagement with an AI voice assistant stems from the authenticity of experiences and attachment via the "feeling of possession and being connected" (aka psychological ownership).…”

“…Research goals determine the research methodologies employed in our sample. For instance, surveys tend to focus on the assessment of relationship antecedents, such as authenticity (Mendes Ferreira et al, 2022; Pentina et al, 2023) and AI social style (De Cicco et al, 2020), and outcomes, such as love (Hernandez‐Ortega & Ferreira, 2021) and attachment (Gillath et al, 2021; Kim, Kang, et al, 2022; Kim, de Visser, et al, 2022). Additionally, the survey research in the selected papers explores relationship moderators, such as frustration (Ali et al, 2023), and mediators, such as fear of rejection (Ali et al, 2023), perceived enjoyment (De Cicco et al, 2020), and trust (De Cicco et al, 2020).…”

“…The relationship‐building process in the reviewed studies is mainly represented by a mediation mechanism linking the antecedents (described above) to the relational consequences (discussed below). Such concepts as reciprocal information exchange and self‐disclosure (Croes et al, 2022; Meng & Dai, 2021), human–AI engagement (Mendes Ferreira et al, 2022), closeness or “social mindfulness” (Li & Rau, 2019; Nijssen et al, 2021), simulated (artificial) empathy (Liu‐Thompkins et al, 2022), interaction intensity (Pentina et al, 2023), rapport (Qiu et al, 2020), social presence and parasocial interaction (van Straten et al, 2022; Youn & Jin, 2021), as well as trust (Cheng et al, 2022) are explored. The majority of mediating constructs are operationalized as recurring two‐way communication processes that intensify the attitudinal component via mutual human–AI agent adaptation.…”

Artificial intelligence in voice assistants: User benefits explored

“…This dual‐interaction approach can subsequently empower consumers with a heightened sense of control over the VADs, fostering the development of psychological ownership toward them (Cheng, 2022; Fan et al, 2022; Smith et al, 2023). However, extant research has not adequately delved into the impact of interactions with VADs on consumers—akin to human‐voice communication—aiming to comprehend the user engagement process from a psychological perspective (Mendes Ferreira et al, 2022). Addressing this scholarly void within this domain, this study posits that consumers are more likely to cultivate heightened feelings of psychological ownership toward their VADs through active engagement with the artificial intelligence system of these devices (e.g., personalized task delegation to VADs) (Cheng, 2022; Mendes Ferreira et al, 2022).…”