Robots with hearts: How in-store AI’s task types impact brand attitude and ethicality

Dr Linhao Fang and his colleagues (Dr Kshitij Bhoumik and Dr Reika Igarashi) published a paper on how in-store AI tasks affects the consumers.

We examined how consumers respond when in-store AI performs either routine tasks or tasks requiring empathy. Across four studies, consumers viewed brands less favourably when AI handled empathetic interactions while employees carried out routine work. They also saw these brands as less ethical. Interestingly, this response was particularly strong for smaller brands.

The research shows that deciding which tasks are performed by AI and which are performed by employees is not only an operational choice. It can also shape how consumers view a company, its values and its treatment of people. The findings contribute to research on AI deployment, consumer reaction to AI, and business ethics.

The findings can help business owners and managers decide how AI and employees should work together. Businesses may benefit from using AI for routine tasks while keeping people involved in work that requires empathy and personal interaction. Smaller brands, in particular, should consider how AI deployment aligns with customers’ expectations of personal service and authenticity.

For more infomration on this paper please see the link: Robots with hearts: How in-store AI’s task types impact brand attitude and ethicality - ScienceDirect