aiWOM: Artificial Intelligence Word-of-Mouth. Conceptualizing Consumer-to-AI Communication

The advent of innovative technologies with installed artificial intelligence (AI) has raised the need to understand evolutive consumers' behaviours. The dyadic communicative experience between consumers and technological artifacts with programmed social humanoid features shed the light on the emergence of an adaptative form of word-of-mouth (WOM) and that we label as "AI word-of-mouth" (aiWOM). We argue that there is a need for defining and investigating aiWOM as an emerging phenomenon which derive but diverge from WOM. Our conceptualization suggests that the communication interaction between consumers and AI technologies produce new consumers' behaviors and psychological reactions.