SenseGPT as a Co-Creation Partner: A Thematic Analysis of Algorithmic Trust, Flow, and Identity Extension in AI-Mediated Consumer Journeys
(A2026-132347)

AUTHORS

MERVE KADRIYE YURDABAK, ISTINYE UNIVERSITY

ABSTRACT

As generative artificial intelligence becomes increasingly integrated into everyday life, consumers are beginning to encounter AI not simply as a functional tool, but as a cognitive, emotional, and relational companion. SenseGPT, a hypothetical yet conceptually plausible next-generation agent with memory, contextual learning, and adaptive reasoning illustrates this emerging shift toward persistent human–AI co-experience. This study explores how consumers interpret SenseGPT’s role in their decision making, emotional regulation, and consumption-related practices. Using a scenario-based simulation followed by semi-structured interviews with AI-familiar participants, we conducted a reflexive thematic analysis to uncover the subjective meanings attributed to SenseGPT-like systems. Four themes emerged: (1) algorithmic trust formation shaped by consistency, emotional resonance, and perceived ethical alignment; (2) co-regulated flow states enabled by cognitive simplification and shared momentum; (3) identity extension through memory support, cognitive offloading, and shared agency; and (4) AI-mediated co-creation of choices, in which decisions become dialogic rather than solitary. These findings position advanced AI as a co-experience partner that participates in cognition, interpretation, and meaning-making. From a managerial standpoint, the results highlight the importance of designing AI systems that cultivate emotional safety, transparency, and value alignment. Overall, the study offers a forward-looking perspective on how generative AI may reshape consumer psychology, identity, and everyday decision-making processes.