{"id":872,"date":"2023-07-14T21:09:20","date_gmt":"2023-07-14T21:09:20","guid":{"rendered":"https:\/\/www.worcester.edu\/magazine\/?p=872"},"modified":"2023-07-15T04:38:12","modified_gmt":"2023-07-15T04:38:12","slug":"when-ai-chatbots-are-a-little-too-personal","status":"publish","type":"post","link":"https:\/\/www.worcester.edu\/magazine\/2023\/07\/14\/when-ai-chatbots-are-a-little-too-personal\/","title":{"rendered":"When AI Chatbots Are a Little too Personal"},"content":{"rendered":"<h4><span style=\"color: #003087;\"><i><span style=\"font-weight: 400;\">Researchers find consumers are less likely to engage with this fast-spreading technology when they anticipate feeling embarrassed.<\/span><\/i><\/span><\/h4>\n<p><strong><span style=\"color: #5b6770;\">By Nancy Sheehan<\/span><\/strong><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019re searching online for a pain relief remedy. A friendly little chatbot pops up with a smile and announces: \u201cHi there, I\u2019m Emma. I\u2019ll be happy to help you find the perfect hemorrhoid cream for your needs.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You pause. This is just a little too weird. At some level you know Emma isn\u2019t real, but you don\u2019t want to chat with \u201cEmma\u201d about your embarrassing health issue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bye, Emma.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses and medical websites increasingly use AI-powered chatbots to help customers find information and products, but there can be unintended consequences when the search involves subjects that people might find embarrassing.<\/span><\/p>\n<div id=\"attachment_870\" style=\"width: 214px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-870\" class=\"wp-image-870 size-medium\" src=\"https:\/\/www.worcester.edu\/magazine\/wp-content\/uploads\/sites\/71\/2023\/07\/Dr.-Chatterjee-204x300.jpg\" alt=\"\" width=\"204\" height=\"300\" srcset=\"https:\/\/www.worcester.edu\/magazine\/wp-content\/uploads\/sites\/71\/2023\/07\/Dr.-Chatterjee-204x300.jpg 204w, https:\/\/www.worcester.edu\/magazine\/wp-content\/uploads\/sites\/71\/2023\/07\/Dr.-Chatterjee.jpg 366w\" sizes=\"auto, (max-width: 204px) 100vw, 204px\" \/><p id=\"caption-attachment-870\" class=\"wp-caption-text\">Dr. Lagnajita Chatterjee<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Research by Lagnajita Chatterjee, assistant professor in the Department of Business Administration and Economics, and her collaborators at the University of Illinois Chicago, where she earned her PhD in 2020, has found that, when conducting an online search, consumers are less likely to use a chatbot when they anticipate feeling embarrassed about the search than when they do not. This effect is driven by a sense of \u201csocial presence\u201d while interacting with the technology, the researchers found.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chatbots create social presence, or the feeling of a human interaction, in the way that they interact with users, respond to their questions, and address their concerns, and also through their design features. Their visual appearance, speech synthesis, discourse structure, and reasoning increasingly make these chatbots seem humanlike, which leads users to anthropomorphize them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Turns out, that\u2019s not always a good thing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt was always assumed that integrating chatbots and AI into any business is a positive, forward-moving thing,\u201d Dr. Chatterjee said. \u201cBut the question that we were grappling with is, \u2018Is it always good? Are there situations where we don&#8217;t want to really engage with the chatbot?\u2019\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To answer those questions, the researchers gave people hypothetical scenarios and asked them to respond as if they were in those situations. Some examples might be people seeking information on personal care products like hemorrhoid cream, information about contraceptives including buying condoms or about sexually transmitted diseases, or financially sensitive information. Study participants were then asked whether they would prefer using an AI chatbot or a more standard search engine for those types of queries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAnd what we find is that people prefer to use the question-based search engine, or, if the only option is to use AI, they don\u2019t want to use it,\u201d Dr. Chatterjee said. \u201cThey don\u2019t want to engage with it because of a fear of being judged because they somehow almost feel like the AI has a social presence, like it\u2019s a human.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rationally, the research participants know that a chatbot is not a real person, she said, but such personal interactions with technology are still new to most people.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThere\u2019s a lot of research out there that shows that, as humans, we haven\u2019t evolved to where our behavior has a script for how we engage with computers, so when we are engaging with chatbots and AI, our tendency is to use our judgment about humans and apply that to chatbots and AI,\u201d she said.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dr. Chatterjee and her collaborators at the University of Illinois Chicago plan further research to understand why that sense of social presence while interacting with chatbots drives the tendency to avoid them when experiencing embarrassment. They also hope to identify design elements that will encourage the use of chatbots among users during embarrassing situations. Their ongoing research is funded in part by a grant from the Worcester State Foundation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The researchers were surprised by their initial findings, Dr. Chatterjee said. \u201cWe had thought that people would probably be like, \u2018Chatbots, fine. We are not talking to a human, so we are safe.\u2019 But we have run nine studies at this point, and consistently we got results where people did not want to use human-like chatbots to look for information related to embarrassing things.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since just about every business is trying to build a chatbot and other AI capabilities these days, the researchers recommend that they be careful about how they implement this new technology. If the business involves more sensitive products or medical information, they might consider a more mechanical chatbot that doesn\u2019t use a name or express emotions, she said.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThat\u2019s not to say that you absolutely cannot have a chatbot or AI if you have a certain kind of business,\u201d she said. \u201cIt\u2019s more to say, \u2018Think about how humanlike your chatbot capability needs to be because there\u2019s a wide range, and depending on what kind of business someone has, it\u2019s important to figure out how you want to implement that AI and whether it should be implemented at all.\u2019\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Researchers find consumers are less likely to engage with this fast-spreading technology when they anticipate feeling embarrassed. By Nancy Sheehan You\u2019re searching online for a pain relief remedy. A friendly little chatbot pops up with a smile and announces: \u201cHi there, I\u2019m Emma. I\u2019ll be happy to help you find the perfect hemorrhoid cream for [&hellip;]<\/p>\n","protected":false},"author":239,"featured_media":871,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ngg_post_thumbnail":0,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[28,39],"tags":[],"class_list":["post-872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-worcester-state-magazine-fall-2023"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>When AI Chatbots Are a Little too Personal | Worcester State University<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.worcester.edu\/magazine\/2023\/07\/14\/when-ai-chatbots-are-a-little-too-personal\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When AI Chatbots Are a Little too Personal | Worcester State University\" \/>\n<meta property=\"og:description\" content=\"Researchers find consumers are less likely to engage with this fast-spreading technology when they anticipate feeling embarrassed. 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