Newswise — Black artificial intelligence chatbots were perceived by consumers to be more competent and human during marketing simulations than white and Asian AI bots, according to a new study. This suggests that traditional racial stereotypes that exist in real life may play out differently in digital environments. .
The research was led in part by Vanessa Perry, Professor of Marketing and Strategic Management and Public Policy, and Nils Olsen, Assistant Professor of Organizational Sciences, at George Washington University. The participant was asked to simulate booking her four-day, three-night trip to New York City. The goal was to negotiate the best possible price for a hotel stay using a digital avatar, either a White AI bot, an Asian AI bot, or a Black AI bot. Despite existing research that suggests that blacks are more likely to be stereotyped as less competent than whites and Asians, researchers found that black AI bots were more competent than Asian and white bots. was found to be characterized by a high Participants also said that black bots are more human. The combination of these characteristics led to higher satisfaction ratings.
As more companies consider using AI agents as gateways to goods and services, researchers say these findings will play a powerful role in shaping human perception and behavior. said it is possible.
clock: To learn more about key findings, watch the animated video of this study.
The paper, “Am I Only Human?Journal of the Consumer Research AssociationYou can find the paper here. Researchers from the University of Georgia, the University of Bentley, and the University of Illinois at Urbana and his Champaign Center jointly led the study.
If you would like to speak with Professor Perry or Professor Olsen, please contact the GW Media Relations Specialist.
