Artificial intimacy at work: how digital nomads build trust in generative AI companions and implications for remote corporate communication

Purpose This study examines the factors that shape individuals’ willingness to form and sustain friendship-type relationships with generative artificial intelligence companions. It focuses on the mechanisms of human–AI interaction, the role of trust and the broader social consequences of AI companionship. Design/methodology/approach Drawing on the computers are social actors paradigm, parasocial interaction theory and expectation-confirmation theory, the study develops an integrated conceptual framework. The model is empirically tested with partial least squares structural equation modelling using data gathered from 303 global digital nomads who had previous experience with friendship-oriented AI chatbots. Findings Automated social presence, need for social interaction and social value all exert significant positive effects on trust and on the continued use of generative artificial intelligence friends. Trust, in turn, mediates the influence of these social antecedents on behavioural intention. The results highlight a generative artificial intelligence-based trust-building pathway that reshapes social norms among digitally native consumers. Social implications While generative artificial intelligence companions can satisfy consumers’ needs for social connection and emotional support, over-reliance may erode authentic human relationships and hamper the development of social competencies. Originality/value By positioning the notion of human–AI social moments at the intersection of technological innovation and fundamental human needs, the study enriches AI-marketing scholarship. The validated framework offers practitioners a roadmap for designing transparent, reliable and emotionally intelligent AI companions that cultivate loyalty among digital nomads.