Why people use virtual assistants: Understanding engagement with Alexa

Abstract

This study explores how and why early adopters use voice-powered artificial intelligence (AI) assistants and integrate them into their lives. These assistants are examined as personalisable, highly interactive media capable of building a two-way relationship with users. Using the framework of uses and gratifications theory and the Calder–Malthouse set of experiences, this study analyses what value engagement with virtual assistants provides consumers, what the meaning of the experiences are and what contextual factors influence those ongoing interactions. Insights from in-depth interviews reveal three overarching types of experiences with Alexa: removing friction, enabling personalisation and extending self and enriching life. These experiences comprise two types of goals satisfied through interaction with Alexa: Those that related to ‘Helping do’ — focusing on functional elements or tasks that Alexa performed — and those that related to ‘Helping become’ — focusing on enabling users to become better versions of themselves. This is the first qualitative study globally to explore the meaning of interacting with AI assistants, and establishes a much-needed foundation of consumer understanding, rooted in the words and perspectives of the audience themselves, on which to build future research. Recommendations for helping organisations identify opportunities for building their brands through voice-powered AI are discussed.