To ask is human, to answer divine: how awe-inspiring generative AI leads to self-enhancement and imposter anxiety

Purpose – Generative AI (GenAI) harnesses combined knowledge of mankind, possibly holding users in awe as they conduct upward social comparison by exploiting GenAI’s “know-it-all” wisdom to improve self-capability and prevent falling behind in work performance. This study aims to depict the GenAI-led upward social comparison process and addresses its antecedents and consequences. Design/methodology/approach – Drawing upon various theories relating to possible selves, self-affirmation, self-discrepancy and relative deprivation, this study proposes a dual-route conceptual model illustrating causal linkages from users’ self-exploration/self-affirmation to their upward social comparison, perceived GenAI divinity and after-usage experience. The authors delineate propositions and also identify moderating factors of the model. Findings – We suggest that people’s need for self-exploration and self-affirmation triggers a yearning for upward social comparison, which activates their “sense of awe” and “God salience” toward GenAI. Besides self-enhancing benefits from continued use of GenAI, consumers as free-riders of collective wisdom may experience diffidence or even imposter anxiety. Originality/value – This study investigates the underlying mechanism of the transformation and development of GenAI users’ self-concepts and mental states through the techno-socio-psychological lens. The mechanism can partly explain why GenAI’s dynamism contributes to its recent fervor. Our findings have profound marketing implications in the booming AI era.