AI, How Much Shall I Tell You? Exchange and Communal Consumer–AI Relationships and the Willingness to Disclose Personal Information

Personal information is an important resource for the optimal functioning of AI and technology. Starting from the different theories that define human relationships and the way information is exchanged within them, we investigate the way in which communal and exchange relationships are formed between consumers and AI and the way they influence consumers' willingness to disclose personal information to AI. With the help of structural equation modeling, we prove empirically that attachment to AI rather develops communal relationships compared to exchange relationships between consumers and AI. Communal relationships have a stronger influence on both enjoyment and self-disclosing behavior, while exchange relationships do not trigger a self-disclosing behavior unless there is enjoyment. Furthermore, attachment to AI alone does not influence self-disclosing behavior unless a communal relationship is developed. Our structural equation model emphasized the complex nature of relationships between consumers and AI and has important implications for the way AI will be optimally integrated in business processes and society.