The measurement of perceived shared agency in customer–artificial intelligence interactions

Purpose This study introduces the construct of perceived shared agency (PSA) and its role as an antecedent of consumer attitudes toward using and buying artificial intelligence– (AI-) powered products and services. Design/methodology/approach The study uses a multi-phase approach to develop and validate a scale for measuring PSA. Data were collected through surveys and experimental studies to assess the relationship among PSA, AI’s perceived relative contribution to tasks, AI’s perceived control, and the intention to use and buy AI-powered products and services. Findings The findings confirm the validity and reliability of the PSA scale. Higher levels of PSA are associated with increased intentions to use and buy AI-powered services. Moreover, the perceived contribution of AI to tasks, but not perceived AI control, significantly affects the relationship between PSA and behavioural intentions. Research limitations/implications The research may be limited by its focus on specific consumption contexts and may not capture the full spectrum of consumer interactions with AI. Future studies should explore diverse scenarios and demographic variations to enhance generalisability. Practical implications The study highlights the importance of designing AI-powered products and services that balance AI’s task contribution with consumer perceptions of task sharing. Companies can leverage PSA to foster greater consumer acceptance of AI technologies by emphasising collaborative agency rather than mere task execution. Social implications PSA may be used to ensure AI applications in a service context are designed with the aim of preserving consumers’ sense of agency. Originality/value This research contributes to the literature on consumer–technology interaction by conceptualising and operationalising PSA. It provides a novel perspective on how agency sharing can drive consumer adoption of AI-powered services, offering actionable insights for practitioners and researchers.