Parasocial relationships in the context of artificial intelligence

Abstract

Purpose: Examine how parasocial relationships with AIs can affect the development of a healthy digital environment and identify the ethical principles that should guide the creation of these technologies. Methodology: This study was developed with an exploratory literature review to trace the evolution of the concept of a parasocial relationship and how technology changed the way these connections are established. Results: The findings reveal how parasocial relationships have evolved as technology has progressed, from a unilateral model (mass communication media) to one of perceived reciprocity (social media), and recently, to a simulated reciprocity powered by artificial intelligence. Practical/Managerial implications: Developers must have a new ethical design policy that is sensitive to human needs and prioritizes human well-being. Social Implications: The proliferation of AIs that simulate human relationships raises a concern about the potential displacement of real connections. Ensuring a healthy digital environment requires new regulations that protect users. A societal discussion is needed to prevent artificial companionship from replacing authentic interpersonal bonds.