Expectations and beyond: The nexus of <scp>AI</scp> instrumentality and brand credibility in voice assistant retention using extended <scp>expectation‐confirmation</scp> model

Abstract AI‐based voice assistants (AIVA) are capable of interpreting human speech and responding with useful information, aiding tasks, controlling other devices. The usage these AIVAs has grown significantly worldwide. Despite this growth, studies on user behavior related to continued intention effects the long‐term commercial sustainability brands, remain low. What is less understood potential AI instrumentality attributes brand credibility components in provoking shifts post‐use AIVAs. This study proposes a model which expands Expectation‐Confirmation Model for continuance AIVAs, by integrating user's technology traits, credibility. To verify research hypotheses, employed partial least square—structural equation modelling, based 281 validated responses survey. highlights significance Optimism, Innovativeness, Discomfort post‐adoption confirmation. Higher confirmation strongly associated perceived intelligence, anthropomorphism, information quality, system quality. Anthropomorphism quality key factors expertise, while anthropomorphism significant trustworthiness. confirms that expertise trustworthiness lead satisfaction use intention. Understanding antecedents extends existing literature provides valuable insights academics practitioners alike. Some implications researchers managers discussed.