What’s the story?
A recent study by the Gore Institute of Management (GIM) found that a balanced level of human-like artificial intelligence (AI) design in chatbots can increase customer trust and comfort. The study, conducted in collaboration with the Cochin University of Science and Technology (CUSAT) in Kerala, investigated how customers interact with AI-enabled service agents such as chatbots, digital assistants, and service robots.
Excessive human resemblance in AI can cause discomfort
This study highlights that while providing a balanced level of human-like AI design can increase customer comfort and trust, too much human-likeness can cause discomfort. This suggests that the design of AI interactions, including their appearance, empathy, and interaction style, has a significant impact on customer trust, engagement, and satisfaction.
Research proposes integrated framework for AI agent design
This study proposes an integrative framework that combines disparate findings into a single model. This model explains how AI agent design, consumer characteristics, and service context combine to influence customer outcomes. “This model advances our understanding of how AI design features such as humanness, empathy, trustworthiness, and consumer characteristics influence trust, acceptance, and satisfaction,” said Manu C., GIM Assistant Professor.
Study finds gap in AI awareness and acceptance
The study also highlights important research gaps, including cross-cultural differences in perceptions of AI, the influence of social identity and trust on AI acceptance, and the ethical limits of humanizing AI. “The insights from this study have direct application to service managers, designers, and marketers looking to responsibly implement AI in their customer-facing roles,” the study states.
