Finding the perfect balance in how human-like an Artificial Intelligence (AI) chatbot should be is crucial for customer acceptance, according to a significant new study from the Goa Institute of Management (GIM). The research, which consolidates global insights, concludes that a balanced level of humanised design enhances user comfort and trust, while pushing too far into human resemblance can actually trigger discomfort.
Unpacking the Research Methodology
Conducted in collaboration with researchers from the Cochin University of Science and Technology (CUSAT) in Kerala, this comprehensive study aimed to understand how consumers perceive and interact with AI in everyday service scenarios. The research team undertook a massive consolidation of findings from 157 peer-reviewed articles to identify the core drivers and outcomes of consumer-AI interactions.
To gather a wide-ranging perspective, the team reviewed 44 top-tier journals across diverse sectors such as hospitality, retail, banking, and healthcare. This approach provided valuable insights into how AI adoption and perception differ across various service contexts and cultures.
Key Findings on AI Design and Consumer Trust
According to Manu C, Assistant Professor at GIM, the findings are clear. "When AI agents are designed with the right balance of humanisation, competence, and empathy, they can foster stronger consumer trust and engagement," he told PTI. The study emphasizes that it is the combination of these elements that leads to positive outcomes.
The research specifically highlights that excessive human resemblance can be counterproductive. Instead, factors like the AI's appearance, empathy, and interaction style are the primary influencers on customer trust, engagement, and overall satisfaction. Getting this design mix right is the key to successful AI integration in customer-facing roles.
A Framework for Future AI Deployment
One of the major contributions of this study is an integrated framework that brings together previously scattered findings. This model provides a unified understanding of how AI agent design, consumer traits, and service contexts work together to affect the final customer experience.
Furthermore, the research identifies critical areas for future exploration, including cross-cultural variations in AI perception, the role of social identity, and the ethical boundaries of AI humanisation. For industries like banking, retail, and hospitality, where AI is becoming a core part of customer engagement, these insights offer a direct guide for strategic decision-making. The study effectively charts a roadmap for managers and designers seeking to deploy AI responsibly and effectively.
