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1、How consumers experience interaction with artificialintelligence-and why it requires innovative researchapproaches.2023AuthorsTilmann PetersenWilli SchrollJulia NitschkeMichael SchielWhitepaperArtworkDennis RudolphIvy LeeIntroductionThis work examines how the rapid development of artificial intellig
2、ence affects the world of consumers.What research questions arise from this disruptive development in different industries?What impact will AI have on the organization of our own lives and society in general?What current trends in the context of AI are emerging and will shape our future?How do peopl
3、e experience contact with AI and what psychological mechanisms are activated?What forms of interaction emerge in humans when in contact with AI?Based on the neurosemiotic model of human experience,which describes human experience through the dimensions of perception,implicit feeling,and explicit thi
4、nking,we consider the experience of interacting with artificial intelligence and have developed a model for AI experience.The mentioned dimensions of human experienceare complemented by another deeppsychologicallevel,which captures the overallexperience and is referred to as SystemX.2Fig.1:Neurosemi
5、oticmodel of Human Experience with the three systems of information processing and the depth-psychological dimension SystemXPerceptionSystem 0DesireRealThinkingExplicitSystem 2EmotionImplicitSystem 11.Artificial Intelligence from the Foresight Perspective31.1 Corporate Foresight-The strategic foresi
6、ght for businessesCorporate Foresight encompasses thesystematic activity of forward-lookingresearchfor businesses.It targets future issues thatfocus on extended time horizons and on company-specific environments and industrycontexts.While for global corporations,foresight hasbeen a firm element of t
7、he strategic process formany years,interest has recently grown amongSMEs.With increasingcompetitive pressure and accelerated innovation cycles,it is important toidentify fields of innovation,consumer trends,new sources of revenue,and business modelsas early as possible.Here,analyses and the generati
8、on of relevant development scenarios help.In the last step,strategic implications are identified and roadmaps and concrete action plans aredeveloped based on this.The whitepaperexamines the mega-trend of Digital Transformation,the macro-trends ArtificialIntelligence,and Virtuality/Metaverse.The glob
9、al corporate environment of eye squareis characterized by high dynamics due to theadvancing digitization of many processes and value chains.Innovations in marketing,analysis,and researchtechnologies,but also the massive change in thelife-worlds of consumers,create a constantpressure to adapt.For an
10、exemplary insight into the way ofthinking and working of foresight,we choose thetwo mentioned technological macro-trends and a time horizon of 5-10 years.To understand the challenges for the future,at the start of our study we undertake a foresightprocess that encompasses a time horizon ofabout five
11、 to ten years with regard to various keytrends.We focus on two questions:What do current developments mean for the consumerexperience?How might we conduct studies in this environment in the future?Following this,based on in-depth interviews,wedeveloped the AI-Experience model to describeand understa
12、nd the peculiarities in theexperience of interacting with AI.You will receivean overview of the trends we have illuminated in the foresight process and we will present youwith the AI-Experience model,which is intendedto be the basis of future studies.41.2 AI Development The Deep Learning Revolution
13、reaches the mass marketAI plays a key role in digital transformation.The use of AI in IT processes is ubiquitous.For manyyears,AI has been used in various contexts,such as for data analysis or the control of industrialprocesses and personalization ofrecommendations.But AI has also already made its w
14、ay into theconsumer experience.It is found in high-performance smartphones or apps that realizespeech understanding,translation,text,object,and pattern recognition.Machine learning and deep learning provided a strong impulse years ago.In many areas,the learning systems trained withlarge amounts of d
15、ata already surpass human abilities.For example,in cancer diagnosis,in pharmaceutical development,or in complexstrategy games.Fig.2:Example of a foresight process.(1)Selection of relevant mega and macro trends in the STEEP sectors(2)Specification of key factors at a lower flight level(3)Scenario dev
16、elopment and evaluation(4)Strategy update.51.3 Generative AI Productive tools with ambivalent experience patternsThe accelerated development and spread of AI-supported interaction has already created new patterns of experience and attitudes today.Often,the involvement of AI only diffuses intousers c
17、onsciousness,as it has become a naturalpart of solving tasks and problems.In 2021,a form of AI was perceived by themasses for the first time,which had previouslyreceived little attention-generative AI.Image generatorssuch as Dall-e or Midjourney canproduce complex illustrations.They are triggeredby
18、a prompt,the short description for a desiredscene.Many viewers experience the artificiallygenerated image worlds as creative and as ifcreated by a human author.The potential forfascination and irritation is correspondingly high,as the sphere of creativity and imagination iscentral to human identity.
19、At the end of 2022,the media hype aboutgenerative AI was further fueled when theChatbot ChatGPT(OpenAI)was made publiclyaccessible.The system is based on a Large Language Model with 175 billion parameters.ChatGPT is able to answer complex questions,generate passable conversations,and even writeprogr
20、am code.Many users are already solvingspecific task settings with it and thus increasingtheir professional productivity as authors orprogrammers.However,the user experience is currently still ambivalent and occasionally sobering.Self-learning neural networks sometimes also generate hallucinations.By
21、 this,we meanincorrect answers to facts or invented source references.The experiences are therefore contradictory.On the one hand,Dall-e or ChatGPT perform an astonishing feat-they deliver a result in secondsthat the human actor often needs hours or daysfor.On the other hand,there are unexpectedfail
22、ures,so that users have to check the workresults.Fig.3:The potentials and areas of impact of AI are multi-layered and disruptive for many industries.The Deep Learning Revolution has finally paved the way for generative AI,which is currently spreading veryrapidly.For example,ChatGPT reached one milli
23、on users in just five days.AI-generated content at thepush of a button will revolutionize the creative and marketing industry.61.4 Future Application Contexts in the Living Environment ofConsumersFig.4:The various application concepts point to the multitude of possible interfaces and contact points
24、in everyday life.1.4.1 Smart AgentsAI-based avatars instead of websites or virtual butlers instead of apps?Already in 1987,Steve Jobs nurtured the visionof the AI-based Knowledge Navigator.It was supposed to act as an intelligent personal agentand helper,ready at any time,and the 3D avatarembodied a
25、 butler.Nowadays,we use text-based chatbot apps forfitness or mental health.Data-driven AI processes and complex behavioral models allowus to elevate the interactions between humansand machines to a new level.In the future,not only assistants but also autonomous agents could be used for thispurpose.
26、This change accompanies a hyper-personalization that very precisely evaluatesour personal history,social contexts,individual and situational preferences.Simple tasks like finding an appointment orbooking a hotel can be delegated to autonomousagents.They can act invisibly in the backgroundor as avata
27、rs ready to serve on our screens at all times.If agents offer information and evenproblem solutions on call,the countless appsthat accompany us today on the smartphonecould become superfluous.Even visitingwebsites for information or shopping recedesinto the background in this scenario.The optimizati
28、on of user experience design will shift accordingly.If an agent becomes thecentral interface,the existing logic of advertisingin digital media changes and the principle oftouchpoints is replaced by the competition for an agent.Where it used to be about the attention and interest of consumers,in the
29、future providerswill have to reach and convince agents.Agentsas gatekeepers also raise competition policyissues that are already known from the debateabout voice assistants.The evolution of smart agents can go a stepfurther.Just as the spread of the PC decadesago overturned life and work with email,
30、web,and e-commerce,something comparable couldhappen through a P-AI.A personalized AI,whichis precisely tailored to individuals,and in an AI-driven world,tries to establish an equal footingwith the corporate AIs on the customer side.7The Personal AI could combine various functions:Coach and HelperFor
31、 motivation,information,learning,decision-making at work or in everyday life.Guardian and(digital)bodyguardPredictive and preventive risk assessments are carried out in the background,both online and offline.If necessary,these are eliminated,with active antivirus software,privacyprotection,or warnin
32、gs against disturbances and dangers in the physical environment.Agent and representativeThis function is comparable to a lawyer who is entrusted with representingcertaininterests.It compares online prices,negotiates and completes purchases,either invisibly as AI-to-AI communication,or via avatar dir
33、ectly from machine to human.However,a Personal AI also opens up a field of tension between empowerment and dependency.The experience and acceptance of the users could diverge greatly,as this AI is perceived positively by some as empowering,and negatively by others asoverpowering,as it co-shapes or t
34、akes over decision-making processes.This was also clearly evident in our interviews.1.4.2 Conversational AI Chatbots with memory,voice assistants with emotion?Conversational AI is an innovative field of AI that is currently developing rapidly.By 2030,a market of$41 billion is expected.Text-basedchat
35、 systems can already handle the logicalcoherence of relatively complex question-answer dialogues.The previous content isstored in short-term memory.Withappropriately trained models,moods and emotions can not only be classified but also simulated in the tone of the responses.Following the success of
36、ChatGPT,Microsoft has recently integrated conversational AI intoits search engine and office programs,promoting it as a co-pilot in web usage.Wealso observe significant improvements in voicesynthesis.These innovations converge with the goal ofachieving the most human-like interactionpossible.AI-driv
37、en voice bots should ultimatelybe indistinguishable from a human speaker.However,if the human-sounding voice createsfalse expectations regardingthe competence ofa voice bot,many users experience cognitivedissonance.The economic benefits of automatedcommunication and the potentials ofpersonalization
38、will further drive thedevelopment of powerful assistants.Already,chatbots successfully handle customerinquiries in customer support,such as at Amazon when customers have questions abouttheir orders.In March 2023,GPT-4,a language model,was introduced,illustrating its current cognitiveperformance.It c
39、an process a text length ofapproximately 25,000 words,generates not only text and code but also images,and haspassed a variety of entrance exams for highereducation.481.4.3 The Metaverse Will we be shopping in virtual worlds by 2028?Breaking free from the constraints of a two-dimensional screen and
40、immersing oneself in a completely digitally generated 3D world has long been a vision in science fiction.Second Life was the first mass-market platform in 2003 that allowed users to enter a virtual 3D environmentwith their personalized avatars.These avatars could teleport,fly,build houses,and even b
41、uyvirtual clothing,although the graphics resolution was moderate.Additionally,VR headsets werenot yet mature and relatively expensive,so most of the 3D worlds were experienced on PC screens.Twenty years later,VR headsets have become powerful enough to create a subjective sense ofimmersion in another
42、 world for the user.They have penetrated gaming communities,theeducation sector,and even the field of psychotherapy.However,the cost of VR equipment still appears to be too high for the majority of consumers,consideringthe experience quality and themoderate comfort level.Nevertheless,many experts se
43、e the Metaverse as the next media paradigm.Both Facebook,withits rebrandingas Meta,and other big tech companies have acknowledged the Metaverse.The upcoming stage of internet development emerged as a media hype in 2021 and became a new technological paradigm.However,it has become evident that the re
44、quired hardware will not bemature enough to shift work,leisure,and social interactions to the virtual space for many hoursuntil around 2025.The hype was followed by disillusionment.However,some brands are already successfully operating in the VR and AR space,gainingexperiences and preparingfor the n
45、ext stage of the internet.The following examples from the shopper world demonstrate how brands can utilize the Metaverse for their customers:H&M AvatarCloud App:Virtual fitting(in-store)with full-body scannersCharlotte Tilbury Virtual Store:Branded space for cosmetics.Social shopping with friends is
46、made possible.IKEA Space AR App:The smartphone allows for virtual furniture placement at home.IKEA Immerse VR App:Works with a VR headset in selected shops.Snapchat AR in collaboration with Gucci and American Eagle:Virtual shopping and fitting with voice and gesture control.For retail,these technolo
47、gies are particularly interesting because they enrich the online experience with new worlds of experience for consumers.The fully developed vision of an immersive virtual store allows for photorealistic interaction with products and provides AI-basedavatars for personalized consultation and support.
48、Gaming and entertainment elements enhancethe shopping experience.Immersive stores offer not only the advantage of virtual fitting of clothing and accessoriesbut also help reduce the return rate,making a positive contribution to sustainability.Business modelslike Direct2Avatar(D2A)can perfect virtual
49、ization.Completely virtual goods and experiences asa new mode of consumption reduce waiting times and the high energy and logistical effortsassociated with acquiring physical products.Full virtualization of fulfillment allows for extreme scaling and can significantly reduce the energy footprint of c
50、onsumption.The interest in new and intense experiences(better than reality)as well as economic and ecological aspects are drivingthe interest in a comprehensive Metaverse,and its precursor is already a reality.91.4.4 Smart Home Will my environment become an everyday helper?As a technological concept
51、,the Smart Home aims to connect devices that can beautomatically controlled and personalized.The goal is to provide people with more comfort,quality of life,safety,and energy efficiency in their homes.The demographic development,including an aging population,also influencesthis trend.Older people de
52、sire autonomy,security,and good care in their later years.Surveys show that most people over the age of65 want to live in their own homes for as longas possible.11Therefore,personalization with learning AI plays a central role in effectively transformingthe home into a smart environment.The integrat
53、ed system can use recognition and sensor technology to identify individual peopleand their moods,allowing for adjustments in temperature,lighting,and music,for example.AI can learn the personal habits,needs,and desires of the residents and select theparameters for a given situation accordingly.Robot
54、ic vacuum cleaners and voice assistantsare already part of the intelligent home today.The next development stage is seen as an autonomous robot that can perform all household tasks universally.However,thecomplexity and costs of such a vision push itcloser to the time frame of around 2030.As autonomo
55、us systems become integratedinto everyday life,security and privacy becomeincreasinglyimportant for the societalacceptance of these technologies.The increasein interaction capability raises the question ofhow high the level of social intelligence and emotional human-likeness should be in physical ro
56、bots(or virtual helpers on thescreen)and to what extent they should beintegrated into everyday life.1.4.5 Next Mobility Connected,adaptive,intelligentThe rapid pace of digitization in mobility in recent years extends beyond just vehicles and infrastructure.Even the users themselves areequipped with
57、smartphones and variousmobility apps to access the new services.The digital ecosystem enables new platforms and business models such as GPS-enabled car sharing,e-scooter sharing,or bike sharing.Especially in urban areas,users have a widerange of options available on theirsmartphones as apps,offering
58、 high freedomand flexibility in choosing and combining modesof transportation.Users currently experience a high complexity of options,while the algorithmsof smart public transport operate in thebackground,adapting to the users currentgoals and personal preferences.Special appsexist for the Mobility
59、as a Service(MaaS)scenario,integratinginformation from variousproviders.These apps make it easy to find the changing locations where e-scooters or cars are available for use.One of the most challenginginnovations in mobility is the use of AI in autonomous driving.It is necessary to perceive the envi
60、ronment and replace all cognitive control functions ofhumans in real-time to avoid fatal malfunctions.This maximum dependence on AI requires a high level of trust in the technology.In the final level of autonomy,Level 5,usershave no means of manual control to intervenein emergencysituations.Current
61、studies showthat relinquishingpersonal control in participants triggers emotional stress and physiologicalreactions.12 Over time,thehabituation effect can mitigate these reactions.However,design processes must always takethe AI factor into account when designingenvironments,as users may perceive the
62、m aspotentially hazardous.The interest in autonomous vehicles and flying taxis amongconsumers is primarily driven by the potential time savings and convenience they offer.13The interior of autonomous vehicles is beingdesigned with a focus on creating a morecomfortable and home-like environment,resem
63、bling a home office or living room.In theluxury segment,the concept of wellness in thecar is already being offered.The goal is tomaximize driver comfort and support throughintelligent features.Ambient lighting,massageseats,and aromatherapy are used to create an energizingexperience instead of fatigu
64、e(EnergizingComfort).These features aim toenhance the overall well-being of the driverduring their journey.1410The topic of future mobility also encompassesthe technological alternatives to physicaltransportation.With advancements in technology and higher bandwidth,videoconferencing has become incre
65、asingly attractivein order to save time,costs,and reduceenvironmental impact.With high-resolution virtual reality,individuals could participate in meetings with even greater realism,as detailsof facial expressions and body language can bebetter conveyed.In mixed approaches,telepresence robots are al
66、so utilized to virtuallynavigate remote physical locations.Mobile videoconferencing robots are already being used in hybrid offices and classrooms,as well as in medical care and caregivingscenarios.15 Figure 5:Comprehensive view of a possible usage scenario in 2028.The vision of Personal AI(PAI)canm
67、ean more than just smart personalization and assistance functions.Virtual coaches and autonomousagents will be integrated into the PAI,ensuring the security of personal data and privacy.2.AIX-The Human Experience of AI and itsNeurosemiotic Exploration112.1 In-depth interviews as a research method to
68、 explore the human experienceArtificial intelligence is a technologicaldevelopment that regularly makes headlines.There are increasingly more interfaces and application fields where people interact withartificial intelligence in their daily lives.To better understand how people experience the intera
69、ction with AI,in-depth interviews were conducted,and subsequently,a model for AI Experience(AIX)was developed.The central question is:What do peopleexperience when dealing with artificialintelligence and during the interaction?Weassume that there is a spectrum of experiencesinfluenced by different f
70、actors.This spectrum is based on common core patterns of experience that are associated with specific perceptions,emotions,and thoughts.Why is the method of in-depth interviewssuitable for this investigation to understandspecific dynamics and constructs?Human patterns of experience often operateunco
71、nsciously,and we only perceive them,if at all,in a latent way.The choice of in-depth interviews offers us,similar to a therapeutic setting,a conversational situation based on maximum openness and honesty.With this premise,we aim to reconstruct thepatterns of experience through free associationsand i
72、nsights as well as through in-depthquestioning.Reconstructing in the conversationmeans analyzing specific components of theconstruct individually.We question unconsciousassumptions and taken-for-granted aspects thatwould go unnoticed when looking at the overallpicture.Here,we strive to be as concret
73、e as possible and,compared to a regular description,engage in detailed exploration.In the analysis of the in-depth interviews,thesubjective sensations of the interviewer areconsidered,as well as the dynamics of theinterview,which can manifest in classicaltransference and countertransferencedynamics,
74、among others.2.2 Description and Interpretation of the Human Experience of AIAI-that first brings a huge question mark to my mind.This quote from the in-depth interviews pointsto the most prominent phenomenon in dealingwith AI.It is about the difficulty of understandingthe topic.Often,the term AI is
75、 used as a more orless abstract buzzword.However,it is usually unclear what exactly is meant by it,what significance AI can have for oneself,and perhaps also for society and its current order.At first,it is difficult to take a firm and reasonedstandpoint on the topic.When faced with the challenge of
76、 approaching the topic and making it understandable,it becomes evident that people often cling to fragmentary and anecdotal knowledge or to the question of definitions.The more specific interactions and points ofcontact are brought into focus,the strongerthesuspicion that there are already frequent,
77、unnoticed,or veiled(quote from in-depthinterview)interactions with AI in many areas ofeveryday life.The difficulty of grasping AI,as well as the suspicion of many unnoticed interactions,creates a diffuse excitement or unease,which is dealt with differently.The uncertainty arises not only from theafo
78、rementioned vagueness but also from theassumption of an extremely high potential forchange through AI(as a symbol of disruptive technological revolutions in general).An example of this is ChatGPT,which is perceivedby many as coming out of nowhere and suddenly bringing about significant change.12Pote
79、ntial changes in societal life generatemuch less concern when reflected upon thanthe visualization of possible changes in onesimmediate everyday life because hopes and fears are associated with the topic of AI.Hopes relate to the simplification of an increasinglycomplex world.AI offers the hopeof in
80、creasingindividual freedom by relieving usof undesirable tasks.It can also be a tool toexert power and have better control over ourown world.Fears revolve around the same aspects,such as an increase in complexity that leads to lessunderstanding of the world,a limitation ofindividual freedom through
81、manipulation,and a loss of control over ones own life and itsdesign.From the expected or experienced potential forchange,two interesting phenomena emerge:In the interviews,it became apparent that wequickly distance ourselves from change thecloser it seems.Especially in the context ofwork,there is a
82、diffuse thought that ones own profession or entire career path will becomeobsolete due to the sudden emergence of AI.The more real this threat appears,the strongerthe counter-movement and the adoption of a critical position towards AI.Positions aresought that argue that AI is far from being ableto t
83、ake over ones own work and is,in any case,too underdeveloped to even be calledintelligence.Depending on the more or less salient threat ofnegative changes,the relationship betweenhumans and machines,as well as the dynamicsof AI development,are evaluated differently.If the danger of AI is perceived a
84、s less acute,itis more likely to be attributed independence,autonomous learning and developmentcapabilities,and a proliferation throughout all areas of life from a societal perspective.Conversely,all aspects also point to thedangers posed by AI to society,which leads tosuppression and the foreground
85、ingof other,opposing impressions.In defense,AI appears to be entirely dependenton humans,unable to do anything better and never able to become more intelligent than a human.In this case,the overall development isperceived as a slow trickle(quote from in-depth interview),making change appeargradual r
86、ather than disruptive.In addition to diffuse concern,uncertainty,and fears on one hand,AI also exerts a tremendousattraction on the other hand.An almostchildlike joy and curiosity arise whencontemplating the existing achievements and applications.The unknown nature of the topic and thepotential posi
87、tive changes that the use of AI brings fascinate and invite exploration.It is not just about the hope that ones own reality can be significantly improved and simplified by AI.AI also represents an expansion of the self by acquiring thecapabilities of AI.Even in reflection,a strong fascination with t
88、hetopic is noticeable,which can be furtherheightened by the experience of interaction.This is a space where people enjoyexperimenting,testing,and challenging.132.2.1 Statements and Patterns in the Evaluation of AIHow intelligent are you really,AI?The high flight of fascination is often followedby a
89、significant disillusionment in everyday life.Once it becomes clear that one is interactingwith AI or that it is being used,the expectationis to interact with a highly intelligent machinewhere the difference from human intelligenceshould hardly be noticeable.The experiences often do not align with th
90、isexpectation,leading to the perception that AI isa kind of label fraud that is exploited formarketing purposes.Just because it says AI doesntmean theresAI inside.Here,too,the mass phenomenon of Chat GPT seems to be an exception,as it creates theimpression of interacting with real intelligence.At so
91、me point,we probably wont be able todo anything ourselvesanymore;today,no one canget anywhere withoutGoogle Maps.It wouldbe funny if my AI was my friend,always sweet-talking me when I need it.While there initially seems to be a distinctionbetween positive and negative expectations(hope for gaining c
92、ontrol vs.fear of losingcontrol),a closer look reveals that theboundaries blur and the gain or loss of controlcan be equally appealing.In hopes and fears,a fundamental conflict ofhuman experience and human developmentemerges through AI:the desire for autonomyand the simultaneous desire to relinquish
93、 onesown responsibility.This conflict intensifieswhen AI is attributed a higher degree ofautonomy,adding a new facet to it.Through personification,as often seen in apocalyptic science fiction movies,there is a fear that AI would evolve from originally beingperceived as a tool(an extended arm ofhuman
94、s)into an autonomous entity capable ofindependent action.This associative connectionevokes the fear of an uncontrollable threat thatoppresses humans and,in the worst case,evenannihilates them.Conversely,personification can also lead to a desire for proximity through the new separationof humans and p
95、ersonified machines.The tension that arises from the distancing betweenhumans and machines can give rise to a desirefor symbiosis.If Alexa were tosay I love you someday,thatwould be prettycreepy.In addition to the question of control(to controlor to be controlled?),the question of identity(different
96、iation or fusion?)comes into play.Both poles are desirable.In the case of fusion of humans and machines,one desires the release of tension and acquisition of abilities,but fears the loss ofidentity.In contrast,differentiation is aboutpreservingones own identity with thedownside of alienation.In the
97、near future,we might interactwith AI constantly;whatwill that do to our personalityifwere constantlybossing AI around?142.3 The AI Experience(AIX)ModelThese described phenomena may seemoverwhelmingat first glance.Therefore,ourambition is to develop a model based on theconducted analysis that describ
98、es and explainspatterns of human experience and behavior in dealing with AI.In a broader sense,it is aboutthe experience of disruptive changes.For this purpose,we have used the neurosemiotic e2 crisis model as a reference.The e2 crisis model was developed during theCOVID-19 pandemic and describes th
99、e phases ofhuman experience during crisis-like changes.In the phase model of crisis processing,wedistinguish between the four phases:TURMOIL,REGRESSION,HYPERSTRENGTH,and NEO-NORMALITY.These four phases suggest a generally linear sequence or hierarchy and are ideal for describing the experience of an
100、 abrupt disruption in human normality and the return to a newly perceived normality at the end of the cycle in a crisis situation such as the COVID-19 pandemic.The modeling in phases of the model representsa significant difference from the AIX model.In AIX,we need to consider a volatile dynamic,thec
101、onstant development,and higher complexity ofexperience.For this purpose,we use the termmode.Each mode describes a specific form ofdealing with the intra-psychic conflicts depicted,which are mobilized by the advancement of AI.With the different solution approaches,themodes,certain phenomena and menta
102、l organizational forms are associated,which wewant to highlight as characteristics.However,each mode should not be understood as a separate entity.It can also occur simultaneouslywith other modes or transition smoothly intoone another.Thus,various mixtures of the individual modes become possible as
103、part of an overall experience.We describe AIX in the four modes:TURMOIL,PARALYSIS,HYPERSTRENGTH,and INTEGRATION.It is distinguished by twofundamental dimensions:Arousal and Level of Structure.Figure 6:The AIX model depicts the four modes TURMOIL,PARALYSIS,HYPERSTRENGTH,and INTEGRATION,which are diff
104、erentiated based on the dimensions of Arousal and Level of Structure.The colored circles indicate the activation of the respective systems of neurosemiotics.15The dimension of Arousal describes the degreeof general sensory and emotional excitementand activation(Systems 0 and 1).At a high level,this
105、state is associated withvarious states of tension such as attention,alertness,readiness to react,or agitation.A low level indicates the opposite,a morerelaxed or passive attitude with strongeractivation of cognition(System 2).The dimension of Level of Structure describesthe degree of stability of ex
106、perience and thusthe general functioning of cognition.A high level represents rational deliberationand argumentative engagement.The low levelprovides highly impulsive emotional and sometimes overwhelmingimpressions.The dimension of Level of Structure in themodel refers to the psychoanalytic dimensio
107、nof Level of Structure and describes thematurity of personality organization.16However,it differs in the sense that in ourmodel,only(acute)modes of experience areassigned,and not a stable personalityorganization.In the neurosemiotic model,17 a low level ofstructural organization signifies an accentu
108、ation of Systems 0(perception)and 1(emotion)due to their high immediacy,volatility,and diffuseness.As the level ofstructuring increases,the activation of System 2(thoughts)becomes more prominent.The Strukturniveau dimension in the AIX model describes the degree of stability in experience and the ove
109、rall functioning ofcognition.A high level of structuralorganization correspondsto rational deliberation and argumentative engagement,while a low level indicates highly impulsive,emotional,and sometimes overwhelmingimpressions.The definition of Strukturniveau mightsuggest a linear progression from ch
110、aoticexperiences to increasinglystructuredexperiences as humans and AI adapt.However,one must approach this assumption withcaution,as situational factors(such as initial interactions with Chat GPT)or personal factorslike intrapsychic tensions and stress canrapidly change the modes,including a shift
111、from a structured to a less structured state.Subsequently,we will examine the modes moreclosely and highlight their specific mental organizations.We will draw parallels topsychodynamic aspects of various pathologies,although it is important to note that this doesnot pathologize the modes.The referen
112、ceserves only to contribute to a comprehensiveunderstanding and provide insights forcontextualizing the dynamics.The center of psychodynamics in theneurosemiotic model is described as System X,which acts as a link between the distinctdomains of perception,emotion,and thought.System X embodies the ho
113、listic experience ofconsciousness,aligning with the principle ofGestalt psychologythat the whole is greaterthan the sum of its parts.In contrast to theclear differentiations of Systems 0,1,and 2,System X represents a fluid and flexible component capable of capturing the tensionand dynamics of psychi
114、c processes.162.3.1 TURMOILThe TURMOIL mode is characterized by a lowlevel of structural organizationand a high levelof arousal:chaotic experiences with heightenedactivation.These two aspects are closelyintertwined in TURMOIL.Due to the difficulty ofcategorizingthe external object(AI)and onesown fee
115、lings towards it,there is a rapid and immediate interplay of impressions(attempts at categorization).The resulting diffuseness is associated withintrapsychic tension,as it creates an uncomfortable distance from ones own experiences(alienation due to diffuseness).Self-cohesion can be jeopardized as a
116、 result.To stabilize the self,the TURMOIL modemobilizes a splitting of positive and negative aspects to simplify the complexity of theexperience.The splitting of positive and negative elements often leads to an intensification or dramatization of therespective aspects.From a psychopathological persp
117、ective,thisdynamic bears similarities to the function ofdelusion in schizoaffective disorders.Prior to a delusion,a situation or conflict is often observedin which self and object boundaries becomeblurred.The danger of self-loss is mitigated in delusion through the clear ordering ofperpetrator/victi
118、m constellations,for example.In addition to dealing with diffuseness,anothersignificant component in TURMOIL is the urgefor escapism.Sensory stimulation,excitement,and splitting are used as a means to break freefrom familiar boundaries.This is evident,for example,in the impulse toenthusiastically an
119、d hastily embrace AI,orconversely,in an almost angry rejection and resistance.However,in TURMOIL,the fixation(the exclusionof ambivalence)is only temporary and oftenunsustainable.This reinforces the impression ofnot understandingones own experiences(just a moment ago,I wanted this,but now I see thew
120、orld completely differently),thus closing thevicious cycle.TURMOIL is a mode that oftenarises when people come into contact withdisruptive changes.2.3.2 PARALYSEThe PARALYSIS mode is also defined by a lowlevel of structural organizationbut is,in thiscase,associated with a low level of arousal.Both m
121、odes are very closely related.In PARALYSIS,we find the same phenomenaand conflict tensions,diffuseness in the external object and in ones own experiences.However,the tension in PARALYSIS does not manifest ashigh arousal but is instead transformed into a passive state through the suppression(orexhaus
122、tion)of System 0 and 1.Perception is more or less numbed with theaim of creating distance.Psychodynamically,aspects of phobia can be observed in PARALYSIS.The goal is to escape an unpleasanttension(the diffuse quality of experience)byexternalizingit(shifting it from internal experience to the AI)and
123、 subsequently avoidingit altogether.Interaction with the AI is avoided.The behavior has a flight aspect and a movement towards a pleasurable passivity,in which it is possible to settle in for the long term-I cant change anything about it anyway.It will happen regardless.So,I can sit back and let ith
124、appen.By disengagingfrom the perceived internal diffuseness and the topic of AI,a pleasant calmis achieved through suppression.172.3.3 HYPER STRENGTHThe HYPERSTRENGTH mode represents a transition to a structured experience and isassociated with high arousal.In terms of thevarious systems of neurosem
125、iotics,a different,more rational form of processing has occurred,resulting in less tension-inducing diffuseness.The high arousal arises from the desire toresolve the fundamental conflict of boundaryand fusion with AI technology,which relates tothe question of identity.This question can be answered t
126、hrough fusion,an expansion of the self,and a new developmentof identity.Alternatively,the identity-affirmingmoment can be found in the attempt to establishautonomous boundaries,with the understandingthat the AI must remain a dependent tool.In HYPERSTRENGTH,there is partial integrationof positive and
127、 negative aspects in theperception of AI.Psychodynamically,aspects ofperversion can be observed,where union withthe overall object is perceived as dangerous.Forthis reason,perversion is used as a focus on a specific area,providing a protection from thistotality.In this mode,there is a self-aggrandiz
128、ement thatis induced by an almost obsessive,highly activeengagement with the topic and theaccompanying sense of self-efficacy.This modeserves as a source of narcissistic supply and canappear almost manic.2.3.5 INTEGRATIONThe INTEGRATION mode is characterized by a high level of structure combined wit
129、h low arousal.While AI has significant importance foridentity in the HYPERSTRENGTH mode,both in terms of fusion and differentiation,in theINTEGRATION mode,there is a decrease in thesignificance of AI for identity.This can occur fortwo reasons:either an identity-affirmingprocess has already taken pla
130、ce,reducing therelevance of the topic,or AI is evaluateddifferently through rational examination,and less potential for change is attributed to it.In both cases,the INTEGRATION mode exhibitsaspects of the Depressive Position19 whichshould not be confused with depression.The depressive position descr
131、ibes theacknowledgment of destructive desires and negative aspects,leading to the growth of a better-integrated self.It involves the integrationof positive and negative aspects of the object(in this case,AI and ones own position towards it).This integration represents a reduction oftensions in the i
132、nteraction with AI,but it can also lead to a strong ambivalent attachment to AI,which may be addressed by other modes.182.4 Comment and Use of the AIX ModelThe model of experiencing AI is intended as a fundamental framework to make sense of thevarious phenomena in societys interaction with AI.It pro
133、vides a general overview,and due to the wide spectrum of different forms of interaction and applications of AI,context-dependent approaches may also emerge.When describing the four modes of the model and their psychodynamic aspects,the terminologyused may create an impression of dramatization and va
134、lue judgment.Therefore,the modesshould be seen as completely natural and normal ways of dealing with AI.While individual aspectsmay exhibit dynamics similar to disorders,it is important to clearly differentiate them.Each mode should be considered an important part of processing the contact with AI.W
135、ithout TURMOIL,there would be little room for curious(arousing/exploratory)approach.Without PARALYSIS,overstimulation can easily occur,which is why temporary detachment isentirely natural and necessary.Without HYPERSTRENGTH,there would be no reinforcement or support for self-worth(narcissistic fulfi
136、llment).Without INTEGRATION,there would be little connection between positive and negative aspects,and therefore,a holistic perspective would be lacking.These considerations aim to demonstrate the significant function of each mode and suggest that it is beneficial to address the modes in a reinforci
137、ng or compensatory manner,depending on the situation,in order to positively influence the contact with AI.Therefore,on an individual level,the model can be used to better understand ones own experiences with AI and regulate impressions,serving as an internal compass of sorts.Similarly,this function
138、of the model can be utilized on a collective level within teams or othergroups to shape the relationship with AI.192.5 OutlookIn future studies focusing on interaction with AI,we can utilize the AI Experience(AIX)model todescribe users experiences and evaluate theproducts or creations under investig
139、ation.Basedon this foundation,an instrument can bedeveloped to assess whether and to what extentnew AI developments or products are perceivedas chaotic or structured,or how exciting orintimidating they appear to consumers.Our long-term goal is to create an evaluationinventory that can be utilized in
140、 various marketresearch studies and establish a benchmark specifically for AI applications.Questioning related to AI Experience(AIX)will become the subject of our research,and as a result,a dedicated AIX framework will beestablished.Literature/References1.Conversational AI Market Size Worth$41.39 Bi
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146、iche Auenwerbung.In:Transfer Werbeforschung&Praxis 04/2017,S.39-4419.Kapfhammer,H.P.(2000).Paranoia.In:Mertens W.,Waldvogel B.:Handbuch psychoanalytischer Grundbegriffe.Kohlhammer,Stuttgart20.Klein,M.(1940):Mourning and its relation to manic-depressive states.Das Seelenleben des Kleinkindes.Klett-Co
147、tta,Stuttgart,1983Authors&ContactRESEARCH CONSULTANT+49 30 698144-0peterseneye-Tilmann PetersenSTRATEGICLABS+49 170 96 74 598schrollstrategiclabs.deWilli SchrollVP DIGITAL&CONSULTING+49 30 698144-56nitschkeeye-Dr.Julia Nitschke20FOUNDER AND CEO+49 30 698144-12schiessleye-Michael Schiel Imprinteye square GmbHBerlin,London,New York,Hong Kong,Tokyo,KeralaSchlesische Strae 29-30 D10997 Berlin T.+49 30 69 81 44 0 F.+49 30 69 81 44 10 E.eyeeye- www.eye- 2023 eye square GmbH,Berlin21Cover image:Screenshot from Michael Schiels presentation.