Gender Specific Preferences Towards Anthropomorphic AI Devices and Robots

Abstract

In recent years, artificial intelligence has changed the way people interact with each other or with technology. The discussion on the spectacular evolution of this phenomenon is more actual and present than ever because of the fact that devices equipped with artificial intelligence are more frequently present in lives of consumers, impacting their daily activities. The objective of this paper is to examine the gender specific perceptions and preferences towards anthropomorphic and empathetic characteristics of AI devices and robots. Anthropomorphic characteristics of an AI device or robot can have a positive influence on consumer's perception towards them and towards the decision of buying these products. This paper presents the way in which AI impacts the emotional perception of consumers and the differences of attitude between men and women towards the interaction with robots and AI devices. The empirical part of this paper includes the results of a research regarding the differences of perception and preference of consumers, towards the anthropomorphic characteristics of AI devices and robots, depending on gender. Using the discriminant analysis in SPSS 20, we have shown that men consider AI devices and robots more entertaining, while women appreciate more their empathetic human-like interaction and behavior. This result is important for the marketing communication when AI devices and robots are marketed. In the marketing communication addressed to men, features like the entertaining role of AI devices should be addressed, while in women specific communication channels the empathetic human-like interaction should be emphasized.