AI companions and loneliness: Conceptualizing and operationalizing synthetic mindfulness and exploring its role in alleviating loneliness

Bahar, Varqa Shamsi, Golossenko, Artyom, Kim, Sumin and Jaakkola, Matti 2026. AI companions and loneliness: Conceptualizing and operationalizing synthetic mindfulness and exploring its role in alleviating loneliness. Psychology and Marketing 10.1002/mar.70288

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Abstract

The rise of AI companions has sparked interest in their potential to alleviate the growing social problem of loneliness, yet evidence of their effectiveness remains unsettled. Drawing on social surrogacy theory with a theories-in-use approach, this research introduces synthetic mindfulness, defined as consumers' judgment of an AI companion's capacity to maintain an attentive presence, engage in a non-judgmental way, and respond with sensitive attunement to their needs. We argue that these judgments shape whether consumers experience AI companions as capable of reducing their loneliness. Across one qualitative and four quantitative studies, we develop and validate a three-dimensional measure of synthetic mindfulness. Our final study demonstrates that higher judgments of synthetic mindfulness reduce loneliness via consumers' strengthened sense of belonging and self-esteem. This research advances understanding of how AI companions can effectively address loneliness and provides a conceptual foundation for examining synthetic mindfulness in human–AI relationships.

Item Type:	Article
Date Type:	Published Online
Status:	In Press
Schools:	Schools > Business (Including Economics)
Publisher:	Wiley
ISSN:	0742-6046
Date of First Compliant Deposit:	12 October 2026
Date of Acceptance:	3 October 2026
Last Modified:	12 Oct 2026 15:00
URI:	https://orca.cardiff.ac.uk/id/eprint/190170

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