Through one pilot test and two main studies using experimental design, this research examines publics’ responses to the application of artificial intelligence (AI) in corporate ability (CA) and corporate social responsibility (CSR) practices. Results from Study 1 ( = 113) revealed that the application of AI in CSR practices generated greater word-of-mouth intention and purchase intention than that in CA practices, and perceived warmth of the company mediated this effect. Results from Study 2 ( = 122) replicated the results from Study 1, and further revealed the boundary conditions created by publics’ varying levels of uneasiness with robots. The more positive outcomes generated by the application of AI in CSR (vs. CA) practices were more pronounced among those with high levels of uneasiness with robots, but such an effect was not significant among those with low levels of uneasiness with robots. Findings were discussed based on interdisciplinary theoretical insights from the CA-CSR typology, HAII-TIME model, and Stereotype Content Model. Implications for public relations scholarship and practices were discussed.

中文翻译：

---

为人工智能注入温暖？审视公众对人工智能应用企业能力和企业社会责任实践的反应

通过一项试点测试和两项使用实验设计的主要研究，本研究考察了公众对人工智能（AI）在企业能力（CA）和企业社会责任（CSR）实践中应用的反应。研究1（= 113）的结果表明，人工智能在企业社会责任实践中的应用比在CA实践中产生了更大的口碑意向和购买意向，并且公司的温暖感介导了这种效应。研究 2 (= 122) 的结果复制了研究 1 的结果，并进一步揭示了公众对机器人不同程度的不安所造成的边界条件。在企业社会责任（相对于 CA）实践中应用人工智能所产生的更积极的结果在那些对机器人感到高度不安的人中更为明显，但对于那些对机器人感到不安程度较低的人来说，这种影响并不显着。基于 CA-CSR 类型学、HAII-TIME 模型和刻板印象内容模型的跨学科理论见解，对研究结果进行了讨论。讨论了对公共关系学术和实践的影响。