Negative Impacts of Human-AI Interaction in Brands: A Data Mining Exploratory Approach

Ricardo Snatos, Amélia Brandão, Bruno Veloso, José Braga de Vasconcelos

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Artificial intelligence (AI) is a strategy for global economic development due to its economic potential. However, the need for more transparency in AI applications generates mistrust because of the complexity of the algorithms. AI has transformed the service industry along with the development and challenge of human-AI interactions. This interaction can elicit negative feelings in consumers, creating communities to voice their disapproval and hatred of brands. Research in this area needs to be improved, and this study aims to understand the negative feelings that result from human-AI interaction in online communities (Reddit). Using sentiment analysis techniques and a qualitative approach, we aimed to identify the predominant negative emotions generated by this interaction. This study also hopes to understand the emotional effects of this interaction better, thus filling in a gap in the literature. The insights obtained can help develop more effective interaction strategies between humans and AI that can benefit brands and society. The results show a sizable presence of negative feelings such as hate anger and frustration. It is, therefore, essential to understand the negative interactions between consumers, brands and AI and the need to develop strategies to mitigate these feelings. Contributions from the academic and corporate fields emphasise the importance of monitoring feelings and promoting more positive interactions between brands and consumers.

Original languageEnglish
Title of host publicationMarketing and Smart Technologies - Proceedings of ICMarkTech 2023
EditorsJosé Luís Reis, José Paulo Marques dos Santos, Jiří Zelený, Beáta Gavurová
PublisherSpringer Science and Business Media Deutschland GmbH
Pages121-136
Number of pages16
ISBN (Print)9789819715510
DOIs
Publication statusPublished - 1 Jan 2024
EventInternational Conference on Marketing and Technologies, ICMarkTech 2023 - Prague, Czech Republic
Duration: 30 Nov 20232 Dec 2023

Publication series

NameSmart Innovation, Systems and Technologies
Volume386
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026

Conference

ConferenceInternational Conference on Marketing and Technologies, ICMarkTech 2023
Country/TerritoryCzech Republic
CityPrague
Period30/11/232/12/23

Keywords

  • Artificial intelligence
  • Brand management
  • Brands
  • Human/artificial Intelligence interaction
  • Negative feelings

Fingerprint

Dive into the research topics of 'Negative Impacts of Human-AI Interaction in Brands: A Data Mining Exploratory Approach'. Together they form a unique fingerprint.

Cite this