Intelligent Attributes of Voice Assistants and User’s Love for AI: A SEM-Based Study

Adoption of Voice Assistants (VA) has been a hot topic of research currently. However, the existing studies are based on traditional models like the Technology Acceptance Model that is less suitable for investigating adoption of AI-based technologies like VAs. This is because the conventional models do not consider the anthropomorphic nature of AI-based technologies that has the potential to form emotional bonds between man and machines. Therefore, in this work we propose artificial autonomy as an intelligent AI—based attribute founded on three task primitives of sensing, thinking, and action autonomy. Further, we use the concept of interpersonal love and apply it in the context of human-AI relationship based on Sternberg’s Triangular Theory of love. Data is collected from 607 participants across two Asian countries. Partial Least Squares (PLS) based Structural Equation Modelling (SEM) has been used for the purpose of model building and testing. The results highlight the importance of artificial autonomy on all the three aspects of love, indicating the presence of consummate love. “Love for AI” is different from “brand love” since in the later case some of the love aspects of passion, intimacy, and commitment are missing. Theoretically, this study improves our understanding of artificial autonomy as an intelligent AI-attribute and the perceptions of love in Information Systems research. The findings can help technology companies develop novel strategies for improving the human-likeliness of these VAs.