Negative Impacts of Human-AI Interaction in Brands: A Data Mining Exploratory Approach

Artificial intelligence (AI) is a strategy for global economic development due to its economic potential. However, the need for more transparency in AI applications generates mistrust because of the complexity of the algorithms. AI has transformed the service industry along with the development and challenge of human-AI interactions. This interaction can elicit negative feelings in consumers, creating communities to voice their disapproval and hatred of brands. Research in this area needs to be improved, and this study aims to understand the negative feelings that result from human-AI interaction in online communities (Reddit). Using sentiment analysis techniques and a qualitative approach, we aimed to identify the predominant negative emotions generated by this interaction. This study also hopes to understand the emotional effects of this interaction better, thus filling in a gap in the literature. The insights obtained can help develop more effective interaction strategies between humans and AI that can benefit brands and society. The results show a sizable presence of negative feelings such as hate anger and frustration. It is, therefore, essential to understand the negative interactions between consumers, brands and AI and the need to develop strategies to mitigate these feelings. Contributions from the academic and corporate fields emphasise the importance of monitoring feelings and promoting more positive interactions between brands and consumers.