One AI to rule them all: how AI's social presence and service centralization influence adoption of a smart home through the relationships built up.
(A2024-119678)

AUTHORS

Vincent FAVARIN, Toulouse School of Management Research - Université Toulouse 1 Capitole

ABSTRACT

Large language model such as ChatGPT change the way consumers interact with technologies and thus service providers to cocreate value through consumer experience. This imitation of the human ability to communicate is not without consequences on the relationship that can develop between the consumer and his digital environment, which we propose to study through the assemblage theory. We perform a 2 (smart home is centralized vs decentralized) x 2 (social presence is low vs high) experiment (N = 119) Our results demonstrate the beneficial influence of the perceived social presence of the digital assistant on the agency of artificial intelligence and of the service centralization, both improving psyhological ownership, intimacy with a digital assistant, technology induced consumer well being and, ultimately, adoption.