AI Imaginaries and Perceived Autonomy: Exploring the Role of Power Use and Parasocial Interaction in an Asian Cultural Context

Artificial Intelligence (AI) has increasingly become central to technological advancement and societal discourse. This research introduces the concept of "AI imaginaries" as a lens to understand users' perceptions, expectations, and interactions with AI technologies. AI imaginaries encompass the collective ideas, perceptions, and narratives that shape individuals' understanding and expectations of AI, including the societal transformations it may bring. This framework emphasizes that AI development is intertwined with social, cultural, economic, and political contexts, highlighting the role of individuals' perceptions, beliefs, and cultural values in shaping users' autonomy and public perceptions of AI. Power use, which measures technological proficiency, significantly influences individuals' parasocial interactions with generative AI (GenAI) and AI imaginaries. This includes overall perceptions or beliefs about AI's competence, safety, and trustworthiness. Perceived autonomy refers to an individual's subjective experience of having control over their actions and decisions, which is crucial for enhancing motivation, creativity, well-being, and overall satisfaction. This study draws on parasocial interaction theory and social imaginary theory to explore how power use shapes individuals' perceived autonomy while using GenAI, focusing on the mediating influence of AI imaginaries and parasocial interactions. To substantiate this framework, the study examines 303 AI users in an Asian cultural context, identifying power use, trust in AI imaginaries, and parasocial interaction as key predictors of perceived autonomy. Notably, trust and parasocial interaction negatively mediate the relationship between power use and perceived autonomy. These findings provide a nuanced understanding of how AI imaginaries are formed and influence parasocial interactions with AI in an Asian cultural context. This research significantly contributes to the broader discourse on AI by highlighting the importance of cultural and social factors in AI development and adoption.