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Relational intelligence in AI chatbots: Examining the trust-engagement-emotion-social presence model using PLS-SEM

Yang Wang1, Asif Ali Safeer1, Yewang Zhou1

  • 1Business School, Huanggang Normal University, Huanggang, China.

Plos One
|August 14, 2026
PubMed
Summary

AI chatbots build customer relationships through personalization, interactivity, and ease of use, fostering trust and emotional connection. Chatbot social presence enhances engagement, crucial for deeper tourist-AI connections in travel.

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