AI and Consumer Interaction in Business: From Recommendation to Emotional Connection

This book bridges cutting-edge AI research with actionable business recommendations, revealing how recommendation type, communication style, AI humanity, and even AI humor shape consumer engagement. Utilizing a mixed-method approach that combines experiments and surveys, the research offers a comprehensive framework to optimize AI interactions—whether through chatbots or social media. Key business insights include: (1) decoding the psychology behind AI-driven customer responses, (2) actionable insights for balancing efficiency and emotional resonance, and (3) fresh perspectives on AI’s role in marketing. Written for practitioners and academics alike, it balances rigor with accessibility, making it indispensable for navigating the future of AI-powered engagement.

Feifei Yang is an Associate Professor at Shanghai International School of Chief Technology Officer and Asia Europe Business School, East China Normal University. She received her PhD from the University of New South Wales, Australia. Her research interests include AI-driven decision-making, algorithmic control, entrepreneurship, and innovation. Her research has been published in academic journals, including the Journal of Business Research, Journal of Business Ethics, Journal of Business and Psychology, Information & Management, and the International Journal of Information Management. Her research has been presented at the Academy of Management (AOM) Conference (2025) and Australia and New Zealand Academy of Management (ANZAM) Conference (2025).