TY - CHAP
T1 - Negative Impacts of Human-AI Interaction in Brands
T2 - International Conference on Marketing and Technologies, ICMarkTech 2023
AU - Snatos, Ricardo
AU - Brandão, Amélia
AU - Veloso, Bruno
AU - de Vasconcelos, José Braga
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
PY - 2024/1/1
Y1 - 2024/1/1
N2 - 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.
AB - 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.
KW - Artificial intelligence
KW - Brand management
KW - Brands
KW - Human/artificial Intelligence interaction
KW - Negative feelings
UR - http://www.scopus.com/inward/record.url?scp=85196788204&partnerID=8YFLogxK
U2 - 10.1007/978-981-97-1552-7_9
DO - 10.1007/978-981-97-1552-7_9
M3 - Chapter
AN - SCOPUS:85196788204
SN - 9789819715510
T3 - Smart Innovation, Systems and Technologies
SP - 121
EP - 136
BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2023
A2 - Reis, José Luís
A2 - Santos, José Paulo Marques dos
A2 - Zelený, Jiří
A2 - Gavurová, Beáta
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 30 November 2023 through 2 December 2023
ER -