The Era of Famous Faces in AI: Boosting Customer Trust

A new study conducted by researchers from Iowa State University and other institutions examined the "Celebrity-as-a-Service" concept, investigating the effects of using recognizable faces in AI-powered digital customer representatives on customer perception.

According to the research published in the Journal of Management Information Systems, using AI-powered digital twins resembling a beloved celebrity like Hugh Jackman in banking or similar services can increase customers' trust, satisfaction, and tolerance in error situations. In controlled experiments conducted by Iowa State University Associate Professor Lingyao (Ivy) Yuan and colleagues, it was observed that participants rated the digital celebrity representatives more positively as capable, helpful, and honest, even though the service quality remained the same.