The Evolution of Chatbots
Chatbots—the small text bubbles that appear on numerous consumer sites—are becoming evermore prevalent thanks to the advancements in generative AI programs. These AI-powered chatbots are now critical components of many businesses’ customer service, outreach, and sales strategies.
Understanding Consumer Interaction
Scott Schanke, an assistant professor at the University of Wisconsin-Milwaukee’s Lubar College of Business, is delving into how this widespread AI adoption affects consumer behavior. His work focuses on designing AI agents for public-facing business interactions, particularly how different chatbot interfaces affect consumer trust.
According to Schanke, “AI agents can fill a human-facing role by collecting information or facilitating sales.” Understanding how consumers interact with these chatbots provides businesses with valuable insights into effectively deploying AI technologies.
Anthropomorphism and Consumer Trust
In a 2021 study conducted by Schanke and colleagues, they investigated the effects of chatbot humanization on customer interactions. Schanke designed a chatbot for a secondhand clothing retailer which varied in human-like characteristics. The study revealed that while anthropomorphism could increase sales, it had its drawbacks. When bots appeared more human, customers were likely to negotiate for better prices.
Conversely, in contexts like charitable giving, too much humanization could hinder support. Schanke explained, “Having high degrees of anthropomorphism in emotional contexts is counterproductive… it’s almost too abrasive to people.” This indicates the necessity for organizations to adapt their chatbot presentation depending on the situation.
The Next Frontier: Voice Clones
While chatbots are common, voice cloning technology represents the next wave of AI-driven interactions. Capable of mimicking human voices, these AI tools can enhance customer support and outreach. Schanke’s research into AI voice clones showed that consumers trusted these voices, especially when they resembled their own, raising questions about trust and the potential for manipulation.
Looking Ahead
With the rise of voice cloning technology, there is an urgent need to understand its implications. Schanke cautions against potential misuse, indicating that while technology holds potential for both good and bad, the focus should be on transparency and protecting consumers from abuse.
In conclusion, synthesizing insights about chatbots and voice clones is crucial for ensuring that AI technologies enhance consumer interactions positively and ethically, paving the path for a responsible future.
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