Emotional Engagement in the Age of Generative AI : A Qualitative Content Analysis of Consumer Experiences with Artificial Empathy

Sammanfattning

Emotional engagement is a key concept in marketing, especially as artificial intelligence (AI) becomes more involved in customer interactions. This study explored how consumers perceive and experience emotional connections during interactions with generative AI, systems designed to produce human-like responses. Using customer engagement and artificial empathy theories as a foundation, the study applied a qualitative content analysis to user reflections posted on Reddit. The findings show that while generative AI can provide emotionally adaptive replies, many users remain skeptical about its authenticity and emotional depth. Emotional engagement was strongest when the AI was transparent, helpful and able to maintain a natural flow of conversation. These insights suggest that organizations can improve AI-based customer service by focusing on emotional tone, personalization and clear disclosure that the interaction is AI-mediated.