Is S(He) My Friend or Servant: Exploring Customers’ Attitudes Toward Anthropomorphic Voice Assistants
Meena Gupta, Komal Nagar · Services Marketing Quarterly · 2024
Voice Assistants (VAs), driven by Artificial Intelligence (AI), are gaining prominence and becoming increasingly relevant in various domains. Their distinctiveness lies in the incorporation of human-like attributes, setting them apart from conventional technologies and firmly situating them within the domain of Anthropomorphic Technologies (AT). This study aimed to comprehensively examine the impact of customers’ gender, the gender of Anthropomorphic Voice Assistant (AVA), and the kind of relationship customers perceived to form with AVA on customers’ attitudes toward AVA using an experimental design.