Marketing Analytics, AI and Machine Learning: IMPROVING CONVERSATIONS WITH THE BRAND: HOW CONSUMERS PERCEIVE HUMOUR IN AI.

The article focuses on exploring the impact of Artificial Intelligence (AI) service failure on consumer perceptions, forgiveness, and rebuy intention in the context of avatars with single or multi-interaction modalities. The research employs the expectation disconfirmation model and presents findings from five experiments, revealing that AI's service failure adversely affects consumer perceptions, and interactions with various modalities yield different experiences.