Archive · 30 Nov 2025
Balanced AI humanisation boosts customer trust
Researchers from Goa and Kerala studied how people feel about chatbots and other AI helpers.
They found that when these AI helpers are designed to be just a little bit like humans, people trust and like them more.
But if they are too much like humans, it can make people uncomfortable.
The study looked at many different articles and found that the way AI looks, acts, and shows empathy is very important.
It also found that different people and different situations can change how people feel about AI helpers.
The researchers made a plan for future studies to understand these things better.
A balanced level of humanised AI design in chatbots enhances customer comfort and trust.
Excessive human resemblance in AI can cause discomfort among users.
AI interaction design, including appearance, empathy, and interaction style, strongly influences customer trust and satisfaction.
The study reviewed 157 peer-reviewed articles and 44 top-tier journals across various domains like hospitality, retail, banking, and healthcare.
An integrated framework was proposed to explain how AI agent design, consumer traits, and service contexts affect customer outcomes.
- Who
- Researchers from Goa Institute of Management (GIM) and Cochin University of Science and Technology (CUSAT)
- What
- A study on customer behaviour towards AI-enabled service agents
- When
- Research findings published, date not specified
- Where
- India (Goa and Kerala)
- Why
- To explore how consumers perceive and interact with AI in everyday service interactions
- Research Institution
- Goa Institute of Management (GIM)
- Collaborating Institution
- Cochin University of Science and Technology (CUSAT)
- Journal
- International Journal of Consumer Studies
- Articles Reviewed
- 157 peer-reviewed articles
- Journals Reviewed
- 44 top-tier journals
- Domains Studied
- Hospitality, retail, banking, healthcare