Understanding AI-mediated communication in organizational settings: A PLS-SEM study of social presence, satisfaction, and relationships in Vietnam
Hien Thi Minh Nguyen, Phạm Chiến Thắng, Ta Thi Nguỵet Trang, Long Bao Le · Telematics and Informatics Reports · 2026
The integration of artificial intelligence (AI) into workplace communication presents new opportunities and challenges for interpersonal connections. This study investigates how AI-mediated communication (AI-MC) tools influence employees’ perceived social presence, communication satisfaction, and relationship development in Vietnamese workplaces and whether these effects depend on employees’ AI literacy and attitudes. Drawing on Social Presence Theory and Social Information Processing theory, we developed a model linking AI-MC use to these communication outcomes. Data from a survey of 991 employees across industries in Vietnam were analyzed using partial least squares structural equation modeling. The results showed that AI-MC use was positively associated with social presence, satisfaction, and relationship development. Perceived social presence partially mediated the effect of AI-MC use on satisfaction, while communication satisfaction partially mediated the effect of AI-MC use on relationship development. Furthermore, employees’ AI literacy and attitudes significantly moderated these associations; higher AI literacy amplified the positive impact of AI use on communication satisfaction, but attenuated its effects on social presence and relationship development. These findings demonstrate that classic Social Presence and SIP theories remain applicable in AI-MC, while revealing that user AI literacy moderates these processes. We discuss the theoretical implications of these results and present practical recommendations for deploying AI communication tools in non-Western high-context cultures.