Abstract:

As artificial intelligence (AI), emotional algorithm, and anthropomorphic features rapidly evolve, a new paradigm of human-machine interaction is emerging, characterized by AI ecosystem functioning increasingly as autonomous collaborators rather than mere tools. Central to this transformation is the concept of social presence, which mediates human cognition, emotions, and behaviors toward technology. Traditionally, social presence refers to the sense of being with another entity; within AI context, it extends to how machines are perceived as relational entities capable of engaging in social and emotional exchanges. This study defines the concept, scope, and boundaries of social presence within the evolving landscape of human-machine relationships, spanning Human-Computer Interaction (HCI) to Human-Robot Interaction (HRI) and, more recently, Human-AI Interaction (HAII). These shifts highlight the transition from viewing machines as passive assistants to engaging with them as active partners within social dynamics.

The study aims to redefine social presence in this context by exploring its influence on cognitive, emotional, and behavioral responses to AI. It addresses three core questions: What drives humans to perceive machines as human-like? How do emotional connections with machines form? What behavioral patterns do humans exhibit towards these entities? By addressing these questions, the study uncovers the psychological mechanisms that enable humans to form quasi-social interactions with non-human agents, often blurring the lines between social and artificial actors. Understanding these dynamics is crucial as AI becomes increasingly integrated into everyday life, influencing not only how we interact with technology but also how we perceive its role in our social fabric.

To address these questions, the study develops an integrative theoretical framework that positions anthropomorphism as a precursor, individual factors as moderators, and cognitive, emotional, and behavioral attitudes as outcomes, with social presence serving as a central mediator. Anthropomorphism, defined as attributing human-like qualities to non-human agents, initiates the experience of social presence by making AI systems appear more relatable and human-like. Individual factors further modulate how users perceive and interact with AI, highlighting the complex interplay of personal and contextual elements. This framework illustrates how these factors combine to shape cognitive trust, emotional attachment, and behavioral engagement, offering a comprehensive understanding of new human-machine relationships.

The findings demonstrate that social presence significantly impacts cognition, emotion, and behavior in human-machine interactions. Cognitively, social presence enhances perceptions of AI’s trustworthiness and reliability, reducing perceived risks and uncertainties. Social presence provides a psychological foundation for users to rely on AI for decision-making, mitigating concerns about AI’s competence and reliability. Emotionally, social presence fosters warmth and empathy, deepening emotional bonds between humans and machines. This emotional engagement reflects a growing acceptance of AI as relational entities capable of fulfilling social and emotional roles traditionally reserved for humans, such as offering support. Behaviorally, AI systems that emulate social cues and emotional responses encourage greater acceptance, proactive adoption, and value co-creation.

This research establishes a robust theoretical foundation for understanding the psychological dynamics of new human-machine relationships, emphasizing the transformative role of social presence. It calls for further exploration of anthropomorphism, individual differences, and social presence in immersive digital environments, including virtual spaces such as the metaverse. The study underscores the imperative to address ethical considerations associated with highly anthropomorphized AI, including risks of emotional manipulation, privacy erosion, and over-reliance on AI for social fulfillment. Moreover, the rise of superintelligent AI and advanced emotional algorithms may fundamentally reshape human-machine dynamics, shifting power balances and raising complex questions about control, agency, and social norms. As machines develop their own “machine social psychology,” existing theories of social presence may be challenged, necessitating new research into these evolving dynamics. The study also emphasizes the evolving concept of social presence in the metaverse, where real-time, multimodal interactions with AI-generated avatars will expand the boundaries of human experience. Finally, increasing levels of anthropomorphism could blur the lines between humans and machines, fostering deep emotional attachments and challenging traditional theories like the uncanny valley. Future research should consider generational differences in attitudes towards AI, particularly how younger generations, referred to as the AI-Integrated Generation, may exhibit greater inclusivity, familiarity, and acceptance of human-AI interactions, thereby redefining social presence and reshaping the landscape of human-machine coexistence.

Key words: artificial intelligence, human-machine relationships, social presence, anthropomorphism, attitude