Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual

I and AI: Towards a Typology of Relationships between the Self and Anthropomorphised AI

Published: May 24, 2022


Amani AlAbed, Newcastle University; Ana Javornik, University of Bristol; Diana Gregory-Smith, Newcastle University; Rebecca Casey, Newcastle University


This paper explores the relationships consumers form with anthropomorphised artificially intelligent (AI) agents from their self-concept perspective. We investigate this in the context of: a) self-congruence, where users experience a similarity between their self-concept and AI and b) self–AI integration, a novel concept that articulates the process whereby consumers integrate AI agents into their self-concept. We interviewed 15 consumers who use AI performing functional and emotional tasks. The analysis shows, first, that consumers experience self-congruence with those AI agents that display emotional or personality anthropomorphic cues, but not necessarily the physical ones, and, second, that the intensity of self-AI integration depends on the quality of the interactions and the fulfilment that consumers seek in AI. We derive a typology comprising functional, aspiring, committed and replacement relationships, highlighting the importance of self-concept in the AI literature.