Assembling Engagement With Autonomy and Language ‐ A Neuroscientific Case Study With Digital Companions

Psychology & Marketing

This study addresses the need to understand human engagement with empathic Generative Artificial Intelligence (GenAI) digital companions (DC), as these systems increasingly fulfil social and emotional roles in daily life. Motivated by the rapid adoption of DC technologies and their potential to reshape human–AI relationships, the study applies Assemblage Theory to explore DC within broader socio‐material systems. Through a mixed‐methods design, 40 participants interacted with a Carl Sagan‐inspired avatar while biometric and qualitative data were collected to map engagement dynamics. Results show that greater user autonomy and participatory linguistic styles significantly enhance engagement, whereas authoritative language reduces it. Findings reveal how context, agency, and language shape bonds between humans and AI, emphasizing the importance of designing DCs that empower users and create authentic connections. This research advances theoretical and practical understanding of devices that promise to transform future social interactions.