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http://bura.brunel.ac.uk/handle/2438/32577| Title: | Enhancing Customer Engagement Through Artificial Intelligence Authenticity |
| Authors: | Foroudi, P Robson, MJ Marvi, R Spyropoulou, S |
| Keywords: | artificial intelligence;customer engagement;expectation;personalization;speciesism |
| Issue Date: | 28-Sep-2025 |
| Publisher: | Wiley on behalf of Product Development & Management Association |
| Citation: | Foroudi, P. et al. (2026) 'Enhancing Customer Engagement Through Artificial Intelligence Authenticity', Journal of Product Innovation Management, 43 (1), pp. 76 - 98. doi: 10.1111/jpim.70008. |
| Abstract: | Given the limited research on the factors and mechanisms underlying artificial intelligence (AI) authenticity, we examine its use in fostering breakthrough knowledge and enhancing customer engagement. We devised a robust model grounded in mind perception and social exchange theories, with a focus on the outcomes of AI authenticity. Tested across 452 virtual health home stations, the findings reveal that both performance expectation and effort expectation serve as mediators between AI authenticity and customer engagement. This research provides managers with comprehensive insights into the defining attributes and operational mechanics of AI authenticity, thereby highlighting its critical importance in boosting customer engagement. |
| Description: | Data Availability Statement:
The data that support the findings of this study are available on request from the corresponding author. The data are not publicly available due to privacy or ethical restrictions. Supporting Information is available online at: https://onlinelibrary.wiley.com/doi/10.1111/jpim.70008#support-information-section . Summary: • Our study shows that designing authentic AI systems can significantly enhance customer engagement by building trust, raising performance expectations, and encouraging users to invest effort, especially in high-stakes sectors like healthcare. For managers, this means going beyond efficiency to focus on relationship-building. • Authentic AI should blend functional traits (accuracy, credibility) with emotional traits (realism, connectedness, social presence, and individuality) to align with evolving customer expectations. Managers can achieve this by personalizing interactions based on customer history, enabling AI to recall previous conversations, and adapting tone to emotional cues to create a sense of continuity and care. • Tailoring which authenticity components to emphasize (e.g., credibility in healthcare, social presence in retail) and ensuring regular audits, updates, and human oversight can improve engagement, build loyalty, and deliver stronger returns on AI investments. |
| URI: | https://bura.brunel.ac.uk/handle/2438/32577 |
| DOI: | https://doi.org/10.1111/jpim.70008 |
| ISSN: | 0737-6782 |
| Other Identifiers: | ORCiD: Pantea Foroudi https://orcid.org/0000-0003-4000-7023 |
| Appears in Collections: | Brunel Business School Research Papers |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| FullText.pdf | Copyright © 2025 The Author(s). Journal of Product Innovation Management published by Wiley Periodicals LLC on behalf of Product Development & Management Association. This is an open access article under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits use, distribution and reproduction in any medium, provided the original work is properly cited. | 488.56 kB | Adobe PDF | View/Open |
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