{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,14]],"date-time":"2026-08-14T18:33:53Z","timestamp":1786732433583,"version":"build-2736575974"},"reference-count":70,"publisher":"Public Library of Science (PLoS)","issue":"8","license":[{"start":{"date-parts":[[2026,8,14]],"date-time":"2026-08-14T00:00:00Z","timestamp":1786665600000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Philosophy and Social Science Research Foundation of Hubei Provincial Education Department","award":["No.22Y166"],"award-info":[{"award-number":["No.22Y166"]}]},{"name":"Huanggang Normal University High-Level Training Foundation","award":["No.202422404"],"award-info":[{"award-number":["No.202422404"]}]},{"name":"Huanggang Normal University China-Sri Lanka Culture Communication and Economic Development Research Center Foundation","award":["No.202126204"],"award-info":[{"award-number":["No.202126204"]}]},{"name":"Huanggang Normal University Doctoral Foundation","award":["No.2042020023"],"award-info":[{"award-number":["No.2042020023"]}]}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS One"],"abstract":"<jats:p>AI-driven chatbots may have emerged as the main architects for developing relationships rather than simply processing transactions. The core challenge is to understand how AI-driven chatbots can help build customer relationships. Therefore, this study investigates how AI-driven chatbot determinants, such as personalization, interactivity, and ease of use, transform customer-chatbot relationship outcomes (i.e., engagement and emotional connection) via psychological mechanisms (i.e., chatbot trust) by incorporating the moderating role of chatbot social presence in the travel industry. An online survey was used to collect responses from the Chinese tourists who regularly used AI chatbots for their trip planning and execution. This study analyzed 690 responses using PLS-SEM and fsQCA techniques. The findings revealed that AI-driven chatbot determinants, such as personalization, interactivity, and ease of use, significantly boosted chatbot trust, which in turn enhanced relational outcomes, including engagement and emotional connection. Engagement was an effective factor for improving emotional connection. In addition, chatbot social presence as a moderator significantly enhanced engagement. Finally, the fsQCA analysis revealed that personalization, chatbot ease of use, and engagement are key factors in fostering tourists\u2019 emotional connections with AI chatbots. This study contributes to relationship theories and provides important managerial implications.<\/jats:p>","DOI":"10.1371\/journal.pone.0356073","type":"journal-article","created":{"date-parts":[[2026,8,14]],"date-time":"2026-08-14T17:55:59Z","timestamp":1786730159000},"page":"e0356073","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":0,"title":["Relational intelligence in AI chatbots: Examining the trust\u2013engagement-emotion\u2013social presence model using PLS-SEM and fsQCA"],"prefix":"10.1371","volume":"21","author":[{"given":"Yang","family":"Wang","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5877-1201","authenticated-orcid":true,"given":"Asif Ali","family":"Safeer","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yewang","family":"Zhou","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"340","published-online":{"date-parts":[[2026,8,14]]},"reference":[{"key":"pone.0356073.ref001","doi-asserted-by":"crossref","first-page":"102240","DOI":"10.1016\/j.tele.2025.102240","article-title":"Trust in AI chatbots: A systematic review","volume":"97","author":"SWT Ng","year":"2025","journal-title":"Telematics and Informatics"},{"key":"pone.0356073.ref002","author":"K Jansen"},{"key":"pone.0356073.ref003","author":"L Jannik","year":"2025"},{"issue":"6","key":"pone.0356073.ref004","article-title":"Roboethics of tourism and hospitality industry: A systematic review","volume":"18","author":"JJ Zhu","year":"2023","journal-title":"PLoS One"},{"issue":"3","key":"pone.0356073.ref005","article-title":"AI recommendation vs. crowdsourced recommendation vs. travel expert recommendation: The moderating role of consumption goal on travel destination decision","volume":"20","author":"YE Park","year":"2025","journal-title":"PLoS One"},{"key":"pone.0356073.ref006","author":"Statista","year":"2025"},{"key":"pone.0356073.ref007","author":"Chujingyou","year":"2025"},{"issue":"5","key":"pone.0356073.ref008","doi-asserted-by":"crossref","first-page":"1421","DOI":"10.1108\/APJBA-09-2024-0488","article-title":"Engaging with AI in tourism: a key to enhancing smart experiences and emotional bonds","volume":"17","author":"W Chiengkul","year":"2025","journal-title":"Asia-Pacific Journal of Business Administration"},{"issue":"6","key":"pone.0356073.ref009","doi-asserted-by":"crossref","first-page":"1635","DOI":"10.1080\/1528008X.2023.2167762","article-title":"Experience, trust, ewom engagement and usage intention of ai enabled services in hospitality and tourism industry: moderating mediating analysis","volume":"25","author":"SS Alam","year":"2024","journal-title":"Journal of Quality Assurance in Hospitality & Tourism"},{"issue":"3","key":"pone.0356073.ref010","doi-asserted-by":"crossref","DOI":"10.1371\/journal.pone.0319463","article-title":"Analysing how AI-powered chatbots influence destination decisions","volume":"20","author":"M Orden-Mej\u00eda","year":"2025","journal-title":"PLoS One"},{"issue":"10","key":"pone.0356073.ref011","doi-asserted-by":"crossref","first-page":"3199","DOI":"10.1108\/IJCHM-04-2020-0259","article-title":"Adoption of AI-based chatbots for hospitality and tourism","volume":"32","author":"R Pillai","year":"2020","journal-title":"IJCHM"},{"key":"pone.0356073.ref012","doi-asserted-by":"crossref","first-page":"104873","DOI":"10.1016\/j.tourman.2023.104873","article-title":"Strangers or friends? 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