Abstract
For several decades, the entertainment industry has created an imaginary relationship between human and non-human beings like robots, humanoids, or other artificial intelligent (AI) devices, some of which could perfectly hold a fluent conversation and respond to voice instructions. AMELIA, the conversational AI, is the current market-leading solution that incorporates the main elements of human interaction (e.g., expressions, emotions, logical
conversation, and understanding), enabling digital employees creation and delivering the “most engaging user experiences” (Amelia, 2022). The Intelligent Voice Assistants (VAs) are the most prominent technology and a fast-evolving disruption on human-computer interaction (Moriuchi, 2019). This technology has become of paramount importance on smart devices and is exponentially rising worldwide with over 8.4 billion VAs expected in 2024 (Laricchia, 2022).
Given the spreading technological development, VAs will certainly play a major role for marketers on brands’ communication strategies, advertising effectiveness and purchase intentions. In fact, with the communication automation process, VAs sophistication growth is leading to personalized and assertive recommendations, contextualized conversations with consumers, which will certainly enhance consumer engagement with the brand (Hoy, 2018;
McLean et al., 2021; Tassiello et al., 2021). However, how will advertising value be influenced by AI attributes?
conversation, and understanding), enabling digital employees creation and delivering the “most engaging user experiences” (Amelia, 2022). The Intelligent Voice Assistants (VAs) are the most prominent technology and a fast-evolving disruption on human-computer interaction (Moriuchi, 2019). This technology has become of paramount importance on smart devices and is exponentially rising worldwide with over 8.4 billion VAs expected in 2024 (Laricchia, 2022).
Given the spreading technological development, VAs will certainly play a major role for marketers on brands’ communication strategies, advertising effectiveness and purchase intentions. In fact, with the communication automation process, VAs sophistication growth is leading to personalized and assertive recommendations, contextualized conversations with consumers, which will certainly enhance consumer engagement with the brand (Hoy, 2018;
McLean et al., 2021; Tassiello et al., 2021). However, how will advertising value be influenced by AI attributes?
Original language | English |
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Title of host publication | AIRSI 2022 |
Subtitle of host publication | Technologies 4.0 in Tourism, Services & Marketing, University of Zaragoza Spain 11-13 July 2022. Conference Proceedings |
Pages | 244-248 |
Number of pages | 5 |
Publication status | Published - 1 Aug 2022 |
Event | AIRSI 2022. Technologies 4.0. Tourism, Services & Marketing - University of Zaragoza, Zaragoza, Spain Duration: 11 Jul 2022 → 13 Jul 2022 Conference number: 4th http://airsi2022.unizar.es/program/ |
Conference
Conference | AIRSI 2022. Technologies 4.0. Tourism, Services & Marketing |
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Abbreviated title | AIRSI 2022 |
Country/Territory | Spain |
City | Zaragoza |
Period | 11/07/22 → 13/07/22 |
Internet address |
Keywords
- artificial intelligence
- parasocial relationship
- advertising value