You are cordially invited to join Sasin Research Seminar.

Pioneering the AI Empathy Frontier: How to Design Performative Voice Assistants for Marketing

By Alex Mari Research Associate and Teaching Associate AI for Marketing Innovation, PhD Candidate University of Zurich Friday May 3, 2024, 12:00 pm -1:00 pm Venue: Room 201, Sasin School of Management. Please register here to reserve your seat. Abstract: Voice assistants like Amazon Alexa typically have an unemotional and uncaring appearance, rendering them poor substitutes for interpersonal interactions. Marketing scholars suggest dealing with this problem by including social and emotional aspects of the customer experience next to efficiency-driven capabilities. Specifically, it is argued that empathy is essential in designing AI-enabled interactions to activate social responses in consumers and contribute to business effectiveness. As marketers grapple with pressing questions such as “What impact do empathic voice assistants have on consumer responses?” and “When does empathy AI prove beneficial?” the guidance from business scholars in addressing these concerns remains limited. This research talk discusses when and how AI empathy increases consumer responses to voice assistants and how managers can fully incorporate AI into a more effective brand and shopping experience.   For more information please contact Khun Nanthapak Pinyo at 091 479 4551, 02 218 4036 or researchseminar@sasin.edu.