​Abstract: This article extends our ARCI’ 2026 conference paper by providing an expanded state-of-the-art and a replicable analytical approach to the relationship between human-centric marketing narratives and users’ experience of artificial intelligence in organizational settings. Building on the human-centric orientation of Industry 5.0 and emerging Industry 6.0 discussions, the study examines how partnership and efficiency narratives set expectations, while perceived usefulness, autonomy constraints, and transparency shape lived experience at work. Evidence is triangulated across a survey of AI tool users, semi-structured interviews and open-ended responses, and a content analysis of marketing artifacts coded for narrative frames such as assistant/partner positioning, anthropomorphic cues, creativity support, and trust and ethical claims. Results indicate that narrative emphasis on partnership and productivity is common, yet users’ perceived harmony depends on transparent governance and preserved autonomy. The article concludes that Industry 6.0 ‘harmony’ should be treated as a governance and design challenge rather than a branding claim.

Keywords: Industry 6.0, Human-centered AI, Marketing narratives, User experience, Trust, Transparency, Organizational AI.

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