A new study revealed that using AI-based virtual characters (robots) with attractive features in customer service can affect users’ decisions.
According to a study conducted by researchers at the University of Pennsylvania, designing robots with "cute" features—such as large eyes and prominent cheeks—impacts how much users, whether men or women, accept the recommendations made by the robot.
The study added that, in addition to the robot’s gender, a consumer’s feeling of power—or their ability to influence others or their environment—can also affect how successful a service robot is in delivering acceptable recommendations, said Anna Mattila, Marriott Chair Professor of Management at the University of Pennsylvania.
Mattila and her colleagues asked over 200 study participants to "assess their sense of power" before they engaged in a scenario where a robot waiter offered options and recommendations from the menu to each person.
It turned out that the group most influenced by the robot’s features were "women with low perceived power," as the team found they were more likely than others to accept food menu suggestions offered by robots designed with male characteristics.
Lavi Bing from the University of Pennsylvania said: "We found that women with a low sense of power were more inclined to accept recommendations from male robots," adding, "For men with a low sense of power, the difference was less clear."
Previous related research indicated that robots designed to look and speak with a feminine "kindness" are often more accepted by people because they "evoke emotional attachment, increase social warmth, and enhance trust," according to the University of Pennsylvania team.
However, the latest findings suggest that robots designed to appear male may be a better option in some cases than feminine robots with wide eyes.
The team explained in a research paper published in the Journal of Hospitality and Tourism Management that these systems with rougher voices "may be more effective when performing persuasive tasks, such as promoting new products and offering menu recommendations."