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Virscend University SBIR Center Researchers Publish New Study on AI Companionship and Digital Trust
- Virscend University
- 6 days ago
- 2 min read
Virscend University is proud to announce a newly published research article co-authored by contributors from our Center for Sustainable Business Innovation and Research (SBIR Center). The study, titled “Artificial intimacy at work: how digital nomads build trust in generative AI companions and implications for remote corporate communication,” appears in Corporate Communications: An International Journal (Emerald Publishing).
This publication highlights Virscend University’s commitment to advancing research at the intersection of human behavior, digital communication, and emerging technologies.
About the Study
As generative artificial intelligence becomes increasingly integrated into both professional and personal contexts, understanding how individuals develop trust-based relationships with AI tools is more important than ever. This research examines the social and psychological factors that influence digital nomads’ willingness to build and sustain companionship-style interactions with generative AI.
Using frameworks such as the Computers Are Social Actors paradigm, parasocial interaction theory, and expectation-confirmation theory, the researchers developed a comprehensive conceptual model to explain how social presence, emotional needs, and perceived value shape trust in AI companions. The model was tested using data gathered from 303 global digital nomads who previously used friendship-oriented AI chatbots.
The findings show that social presence, the need for interaction, and perceived social value all have significant effects on trust and the intention to continue using generative AI companions. Trust also mediates how these social factors influence future behavior. The study notes that while AI can provide emotional support and satisfy certain social needs, excessive reliance on AI companionship may weaken authentic human relationships and impede the development of social skills.
The research further illustrates how generative AI companionship is reshaping social norms among digitally native users. These insights contribute to AI marketing and communication literature by emphasizing the importance of designing transparent, reliable, and emotionally intelligent AI tools.
Why This Research Matters
Remote work, digital mobility, and AI-driven communication technologies continue to shape the future of work. Supported by Virscend University’s SBIR Center, this study provides timely insights for organizations that aim to improve the design of AI companions and communication tools. The findings encourage companies to adopt human-centered design principles that enhance user trust and promote healthy digital interactions.
The validated framework offers practitioners guidance for building AI systems that foster loyalty, emotional connection, and long-term engagement among digital-first professionals.
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