Social presence drives collaboration
It does not need to look human: it is enough to feel that someone is on the other side for people to engage. And it works better with those who understand how the machine operates, which is exactly the opposite of what is usually assumed.
In all three studies, social presence was directly associated with greater motivation to contribute to the team. That effect grew stronger when members were familiar with AI and understood how it works, and it was mediated by greater team-oriented commitment and a greater willingness to depend on teammates.
In today's digital work environments, more and more teams include an AI as an active collaborator, not just a tool. That artificial presence changes how members perceive each other, communicate and decide whether to trust their colleagues, with a direct impact on the group's productivity and climate.
To understand this phenomenon, the authors published three empirical studies in the Journal of Management Studies. They evaluated mixed human-AI teams, measuring perceived social presence, motivation to contribute, team-oriented commitment and willingness to depend on others. The sample included users with different levels of familiarity with and understanding of how the AI works, and scales based on social presence theory and the theory of planned behavior were applied.
The results showed that the AI's social presence was significantly associated with greater motivation to contribute, and that this relationship strengthened when participants knew the agent well and understood its processes. In addition, the effect was partly explained by an increase in commitment to the team and a greater willingness to depend on teammates, which points to an equally relevant indirect path.
Leaders should invest in training that increases the familiarity and transparency of AI systems, so that employees perceive the machine as a legitimate social presence. Fostering mutual trust and collective commitment will boost motivation and willingness to collaborate, making AI a real performance driver within hybrid teams.
Conclusions
- Social presence increases members' motivation to contribute in teams that include AI.
- When the AI is familiar and understandable, the link between social presence and motivation grows significantly stronger.
- Social presence also influences team-oriented commitment and the willingness to depend on other members.
- For managers, investing in AI transparency and training is more effective than simply giving it anthropomorphic traits.