We Are in An Exchange Relationship: The Effect of Empathetic AI on the Engagement with Consumers
(A2025-125844)

AUTHORS

Kate Jeonghee Byun, NEOMA Business School

ABSTRACT

Our research investigates user responses to empathetic AI over time, highlighting differences across communal and exchange relationship norms. Initially, individuals exhibit positive reactions to empathetic AI, consistent with prior studies. However, in communal relationships, where emotional depth and authenticity are emphasized in the long run, positive responses diminish over time due to the AI’s limited modalities, which weaken social presence. In exchange relationships, characterized by transactional dynamics, positive responses persist longer, with a more gradual decline. These findings, derived from sentiment analysis, reveal the dual nature of empathetic AI: while it fosters strong initial connections, sustaining these responses depends on relational contexts. This research has significant implications for industries including retail, service, and health, where empathetic AI is increasingly integrated. This research suggests that practitioners should address challenges of authenticity and longevity in communal contexts to enhance user engagement. Our study contributes to understanding the evolving dynamics of human-AI interactions, emphasizing the importance of tailored AI design for long-term success.