Why Do People Use Artificial Intelligence (AI)-Enabled Voice Assistants?

Artificial-Intelligence-enabled voice assistants, such as Alexa and Siri, are increasingly replacing search engines consumers actively employ the former to accomplish a variety of their day-to-day tasks. Technology providers well marketers work leverage use assistants engage customers offer them more personalized value propositions. This article examines various consumption values associated with assistants. Based on theoretical framework rooted in “theory values” (TCV), we undertake mixed-methods approach that comprises interviews experts (n = 5) 30) cross-sectional survey active users 371). The considers five values—social identity, convenience, personification, perceived usefulness, playfulness—and two types usage assistants—information task function. Our findings contextualize extend TCV using assistant technology obtain empirical support for interrelation values. We find social identity personification have strong positive association both usefulness playfulness. Furthermore, playfulness positively information In addition, trust frequency significantly (and positively) moderate between can capitalize these develop voice-enabled applications services enhance consumer experience engagement.