I am attracted to my Cool Smart Assistant! Analyzing Attachment-Aversion in AI-Human Relationships

•The study shows that experiences with an IVA affects approach/avoidance behaviors.•Affective, behavioral, and intellectual experiences affect IVA coolness.•IVA coolness positively affects A-A relationships and motivational strength.•Sensorial experiences affect IVA coolness after a long period of using the IVA. The conversation between humans and Artificial Intelligence (AI)-enabled intelligent voice assistants (IVA) can create bonds that go beyond a mere utilitarian purpose. The emotional cues in a Human-AI conversation can lead consumers to feel connected with the AI-agents and even consider such a relationship as cool. Although brand coolness is known to affect consumer behavior, little is known about how consumers perceive a close relationship with IVAs and what the drivers of their use or avoidance are. Therefore, the current paper adds to the literature by analyzing how AI-enabled voice assistant experience affects IVA coolness and customer-brand relationships using the attachment-aversion (A-A) theory. A total of 308 consumers showed that affective, behavioral, and intellectual experiences with the intelligent voice assistant affect IVA coolness. IVA coolness was also found to affect A-A relationships positively, influencing consumers’ motivational strength to adopt, maintain and enhance the relationship in the future.