AI anthropomorphism is prevalent in customer services and is considered as an effective tool to facilitate customer-AI interactions. To make it more seemingly humanlike, companies often imbue service AI with stereotypical feminine or masculine humanlike features which can bias consumer behavior. This entry introduces gendered anthropomorphized AI used in customer services and explains its implications for not only customer experience but also society. Specifically, the entry firstly describes the concept of anthropomorphism and its implications for AI-enabled services. Then, the entry defines gendered anthropomorphized AI and discusses how consumer behavior can be biased from the perspectives of gender stereotypes and gender congruity between customers and AI. The entry concludes by discussing four potential social impacts of the adoption of such technology: a reinforcement of pre-existing gender stereotypes, exacerbation of gender inequality, and harm to individual well-being and sociability.

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Gendered Anthropomorphized AI in Customer Services

  • Wenzhen Zhang,
  • Eleonora Pantano,
  • Emma L. Slade

摘要

AI anthropomorphism is prevalent in customer services and is considered as an effective tool to facilitate customer-AI interactions. To make it more seemingly humanlike, companies often imbue service AI with stereotypical feminine or masculine humanlike features which can bias consumer behavior. This entry introduces gendered anthropomorphized AI used in customer services and explains its implications for not only customer experience but also society. Specifically, the entry firstly describes the concept of anthropomorphism and its implications for AI-enabled services. Then, the entry defines gendered anthropomorphized AI and discusses how consumer behavior can be biased from the perspectives of gender stereotypes and gender congruity between customers and AI. The entry concludes by discussing four potential social impacts of the adoption of such technology: a reinforcement of pre-existing gender stereotypes, exacerbation of gender inequality, and harm to individual well-being and sociability.