مجلة دراسات في الاقتصاد وإدارة الأعمال

Artificial Interaction To Emotional Connection: How Ai Agents Transform Consumer–brand Relationships

Auteurs : Bouda Nabil . Akkarene Rim .

Résumé

This study develops an original model explaining when transparency in artificial intelligence (AI) interactions strengthens trust and brand attachment. It examines whether attachment to an AI agent leads to trust, whether trust mediates its effect on brand attachment, and how transparency, authenticity, human presence, and privacy concern shape these relationships. Data from 420 Algerian consumers who had interacted with brand-related AI agents were analyzed using partial least squares structural equation modeling with SmartPLS 4. Results show that AI agent attachment increases trust, trust mediates its relationship with brand attachment, and brand attachment strongly predicts brand advocacy. Transparency, authenticity, and human presence strengthen key relationships, whereas privacy concern has no significant moderating effect. Firms should design transparent, authentic, and socially engaging AI experiences.

Mots clés

artificial intelligence transparency ; AI agent attachment; trust in artificial intelligence; brand attachment; brand advocacy. ; artificial intelligence transparency ; AI agent attachment ; trust in artificial intelligence ; brand attachment ; brand advocacy