Enhancing customer engagement through artificial intelligence authenticity

Faroudi, Pantea, Robson, Matthew ORCID: https://orcid.org/0000-0001-8642-9980, Marvi, Reza and Spyropoulou, Stavroula 2025. Enhancing customer engagement through artificial intelligence authenticity. Journal of Product Innovation Management 10.1111/jpim.70008

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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.

Item Type:	Article
Date Type:	Published Online
Status:	In Press
Schools:	Schools > Business (Including Economics)
Subjects:	H Social Sciences > HF Commerce
Publisher:	Wiley
ISSN:	1540-5885
Date of First Compliant Deposit:	25 September 2025
Date of Acceptance:	13 September 2025
Last Modified:	01 Oct 2025 09:17
URI:	https://orca.cardiff.ac.uk/id/eprint/181225

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