From Alexa to ChatGPT, we’re talking to machines more than ever. However, not all conversations are the same, and how we interact with AI can significantly impact the success of the technology.

Dr Jaylan Azer, Senior Lecturer in Marketing at the Adam Smith Business School, has been exploring what’s known as Human-Machine Engagement (HME). Working with co-author Matthew Alexander, she examined how people interact with generative AI tools and what that means for customer service.

The research collected thousands of posts from LinkedIn, Facebook and Twitter, both when ChatGPT first launched and again a year later. By looking at the hashtags and content people shared, the team discovered four clear styles of engagement:

  • Informative – offering tutorials, templates, and expert tips.
  • Experimenting – sharing the results of trying out AI prompts and features.
  • Praising – expressing enthusiasm for AI’s potential, without showing use cases.
  • Apprehensive – voicing concerns about risks, such as job loss.

The next step was to test how each style affects both users and service providers. The findings show that engagement is not just about what AI can do; it’s about the people using it. Understanding these patterns can help AI developers design more effective tools and enable businesses to introduce AI in ways that meet customer needs and expectations.

As Dr Azer explains, “It’s not just about the robot and what it can offer. It’s about the people and how they interact with these technologies.”

For further information, please contact business-school-research@glasgow.ac.uk 

First published: 27 February 2025

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