Location
Online
Event Website
https://hicss.hawaii.edu/
Start Date
3-1-2022 12:00 AM
End Date
7-1-2022 12:00 AM
Description
Platforms today are experimenting with many novel personalization technologies. We explore one such technology here, voice-based conversational agents, with a focus on consumer trust. We consider the joint role of two key design / implementation choices, namely i) disclosing an agent’s autonomous nature to the user, and ii) aesthetic personalization, in the form of user voice cloning. We report on a set of controlled experiments based on the investment game, evaluating how these design choices affect subjects’ willingness to participate in the game against an autonomous, AI-enabled partner. We find no evidence that disclosure affects trust. However, we find that the greatest level of trust is elicited when a voice-based agent employs a clone of the subject’s voice. Mechanism explorations based on post-experiment survey responses indicate that voice-cloning induces trust by eliciting a perception of homophily; the voice-clone induces subjects to personify the agent and picture it as demographically similar.
Dynamic Voice Clones Elicit Consumer Trust
Online
Platforms today are experimenting with many novel personalization technologies. We explore one such technology here, voice-based conversational agents, with a focus on consumer trust. We consider the joint role of two key design / implementation choices, namely i) disclosing an agent’s autonomous nature to the user, and ii) aesthetic personalization, in the form of user voice cloning. We report on a set of controlled experiments based on the investment game, evaluating how these design choices affect subjects’ willingness to participate in the game against an autonomous, AI-enabled partner. We find no evidence that disclosure affects trust. However, we find that the greatest level of trust is elicited when a voice-based agent employs a clone of the subject’s voice. Mechanism explorations based on post-experiment survey responses indicate that voice-cloning induces trust by eliciting a perception of homophily; the voice-clone induces subjects to personify the agent and picture it as demographically similar.
https://aisel.aisnet.org/hicss-55/in/crowd-based_platforms/4