Unpacking the Experience Economy of Role-Playing Conversational AI: A Grounded Theory Analysis

Authors

• Ke Xu, School of Economics and Management, Tongji University, Shanghai, China
• Fangzhan Lin, School of Economics and Management, Tongji University, Shanghai, China
• Zhongyun Zhou, School of Economics and Management, Tongji University, Shanghai, China; Laboratory of High Quality Urban Development and Strategic Decision, Tongji University, Shanghai, China; Digital Economy Research Center, Tongji University, Shanghai, China

Abstract

The rapid rise of role-playing conversational artificial intelligence (AI) has transformed human-AI interaction from task-oriented exchanges into immersive, scenario-based digital experiences. However, while prior studies predominantly evaluate AI through utilitarian performance or relational support, the holistic experiential structure of these novel interactions remains underexplored. To bridge this gap, this paper draws on the experience economy (4Es) framework to investigate how users experience role-playing conversational AI through the realms of entertainment, education, esthetics, and escapism. Using a grounded theory approach, this study analyzes 6,171 user comments from the Reddit community r/CharacterAI. Findings reveal that user-AI role-playing is fundamentally multidimensional: entertainment and escapism emerge as particularly salient, while educational and esthetic experiences are also clearly present. Ultimately, this study extends the 4Es framework into the context of generative AI, offering a foundational empirical understanding of this emerging form of experiential consumption.

Recommended Citation

Xu, Ke; Lin, Fangzhan; and Zhou, Zhongyun, "Unpacking the Experience Economy of Role-Playing Conversational AI: A Grounded Theory Analysis" (2026). ICEB 2026 Proceedings (Beijing, China). 119.
https://aisel.aisnet.org/iceb2026/119