Exploring the impact of fairness of social bots on user experience

There exists literary evidence that there is an established relationship between humanizing bots and customer perceptions of fairness and consequential user experience. This study seeks to evaluate factors that impact the perception surrounding the fairness of social bots and the impact of these factors on user experience. A qualitative approach was used to examine the fairness factors related to social bots and their impact on user experience with the help of data collected from 32 professionals with diverse backgrounds. The results obtained from manual coding and NVivo were assessed to evaluate the convergence of themes for the confluence of results and establish thematic validity. The findings revealed two major themes namely, artificial intelligence (AI) technology governance and AI technology outcome. This research furthers user experience literature and provides a theoretical framework delineating antecedents (AI technology governance and AI technology outcomes) of positive user experience while deploying AI-based social bots.