Consumer-Artificial Intelligence Regimes of Interactions: a Sociosemiotics Perspective

By drawing on Eric Landowski’s sociosemiotics, we present distinct regimes of consumer-AI interactions. For the AI agentic capacity, rather than a position of mastering, serving, and partnering, consumers experience an ongoing symbiotic regime of adjustment in interacting with AI. Borrowing a term from biology, such a relationship is named Mutualism.


Vitor M. Lima and Luís Pessôa (2021) ,"Consumer-Artificial Intelligence Regimes of Interactions: a Sociosemiotics Perspective", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 914-914.


Vitor M. Lima, Audencia business school
Luís Pessôa, Pontifical Catholic University of Rio de Janeiro - PUC-Rio


NA - Advances in Consumer Research Volume 49 | 2021

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