The social dimension of consumer-AI interaction: alienation, anthropomorphism, and identity in AI-Mediated marketing
Ignacio Manuel Luque Raya, Salvador del Barrio‐García, Óscar Cordón · Behaviour and Information Technology · 2025
The ability of artificial intelligence (AI) to engage in reciprocal communication introduces new social dynamics in the marketing domain. The study explores this social dimension of consumer-AI interaction through key variables such as alienation, anthropomorphisation, interaction context, and identity-related motivations. Using a 2 × 2 experimental design (alienating vs. non-alienating interaction; website vs. social media) with 245 participants, several findings emerged: (1) a favourable predisposition toward AI reduces alienation and facilitates the attribution of human-like traits; (2) prior experience with AI encourages anthropomorphisation but does not mitigate perceived disconnection in the interaction; (3) alienation intensifies the tendency to objectify AI, regardless of the interaction context; (4) merely engaging in a particular digital context does not directly alter alienation or anthropomorphisation; however, a positive attitude toward the environment in which the interaction occurs reduces disconnection and discourages AI objectification; and (5) individuals with high motivation for uniqueness experience more pronounced alienation but, as a compensatory response, tend to humanise AI to a greater extent. This research contributes to the understanding of the relational dynamics between consumers and AI, emphasising the importance of balancing functional efficiency with relational quality. Practical applications for professionals seeking to implement AI-driven solutions with a consumer-centric approach are proposed.