Introduction - Artificial intelligence, defined as “the ability of a system to correctly interpret external data, learn from such data, and use these learnings to achieve specific goals and tasks through flexible adaptation” (Kaplan and Haenlein, 2020, p.17), is an important tool for facilitating interactions between companies and customers. Most companies are planning to utilize AI in some shape or form in the future, yet understanding the impact of AI technologies on marketing strategies involving relationship quality is in need of further research. Purpose - The purpose of this paper is to explore how AI affects relationship quality. Methodology - This inductive research utilized nine semi-structured interviews. Qualitative content analysis was used as the data analysis method. The sample consisted of consumers living in Sweden that have interacted with cognitive engagement applications, where a few recalled experiences with voice assistants and social bots, while a clear majority discussed experiences with customer service chatbots.  Findings - The findings of this research relate to AI’s effect on relationship quality as a whole. The three main themes that affect relationship quality were found to be AI characteristics, AI effects and AI encounters. Three propositions for future research are provided. P1: Trust from interactions with cognitive engaging AI is affected by AI system characteristics, AI engagement approach, AI information quality, AI realm, privacy concerns, bias concerns, hedonic usage and perceived human characteristics. P2: Satisfaction from interactions with cognitive engaging AI is affected by, AI system characteristics, AI engagement approach, hedonic usage and perceived human characteristics. P3: Commitment from interactions with cognitive engaging AI is affected by AI system characteristics, AI engagement approach, privacy concerns, AI interaction, hedonic usage and perceived human characteristics. Originality - This research has explored artificial intelligence's effect upon relationship quality as a whole, which has been largely ignored in literature as the only article found, that of Yao, Saad and Chong (2021), focused on the technology rather than its use in marketing. Keywords - Artificial Intelligence, Relationship Quality, Trust, Satisfaction, Commitment, Relationship Marketing, AI Interactions

This thesis explores the application of prompt engineering combined with human-AI interaction (HAII) to make text-to-image (TTI) models more accessible and intuitive for non-expert users. The thesis research focuses on developing an application with an intuitive interface that enables users to generate images without extensive knowledge of prompt engineering. A pre-post study was conducted to evaluate the application, demonstrating significant improvements in user satisfaction and ease of use. The findings suggest that such tailored interfaces can make AI technologies more accessible, empowering users to engage creatively with minimal technical barriers. This study contributes to the fields of Media technology and AI by showcasing how simplifying prompt engineering can enhance the accessibility of generative AI tools. / Detta examensarbete utforskar tillämpningen av prompt engineering i kombination med human-AI interaction för att göra text-till-bild modeller mer tillgängliga och intuitiva för icke-experter. Forskningen för examensarbetet fokuseras på att utveckla en applikation med ett intuitivt gränssnitt som gör det möjligt för användare att generera bilder utan omfattande kunskaper om prompt engineering. En före-efter-studie genomfördes för att utvärdera applikationen, vilket visade på en tydlig ökning i användarnöjdhet och användarvänlighet. Utfallet från studien tyder på att skräddarsydda gränssnitt kan göra AI-tekniken mer tillgänglig, och göra det möjligt för användare att nyttja det kreativa skapandet med minimerade tekniska hinder. Den här studien bidrar till områdena avmedieteknik och AI genom att demonstrera hur prompt engineering kan förenklas vilket kan förbättra tillgängligheten av AI-verktyg.