From Amazon.com to Amazon.love: How Alexa is redefining companionship and interdependence for people with special needs

• Published in: Psychology & marketing Vol. 38; no. 4; pp. 596 - 609
• Main Authors: Ramadan, Zahy, Farah, Maya, El Essrawi, Lea
• Format: Journal Article
• Language: English
• Published: Hoboken Wiley Periodicals Inc 01-04-2021
• Subjects: Artificial intelligence; companion; Corporate image; feelings; people with disability; reliance
• ISSN: 0742-6046; 1520-6793
• DOI: 10.1002/mar.21441

The trend of incorporating assistive conversational agents into people's lives has followed the unprecedented expansion in the usage of artificial intelligence (AI). Amazon, in particular, has been a key trendsetter in this area through its Alexa‐powered devices. Alexa is an intelligent personal assistant (IPA) that performs tasks, such as playing music, providing news and information, and controlling smart home appliances. While this IPA is widely utilized, it is especially gaining attention and growing usage by people with special needs. Even though the importance of the utilization of AI by people with special needs has been widely acknowledged in the extant literature, a sizeable gap exists in the marketing literature in relation to the assessment of the managerial and societal implications of IPAs when used by people with special needs. Accordingly, this study aims to examine (a) the stages of relationship development between Alexa and consumers with special needs, and (b) the potential opportunity of this relationship for Amazon in relation to their corporate image. The findings indicate that a relationship between Alexa and consumers with special needs is established as it helps them regain their independence and freedom. This relationship provides an opportunity for Amazon in enhancing its overall image for providing solutions to facilitate the lives of people with special needs.