Prof. Dr. Svetlana Bialkova examines how to find the right balance between algorithmic inferences and humanised agents in the article “HUMANAISE: Key AI Properties Augmenting Behavioural Response”, published in the Springer series Marketing and Smart Technologies.

The rise of AI user applications has opened new avenues for innovative research on human–AI interaction. However, the lack of clear and consistent guidelines on the properties of this cutting-edge technology calls for careful consideration if we aim to enhance behavioural responses. The current paper addresses these challenges by zooming in on AI properties hypothesised to influence human–AI interaction.

The results of the empirical work are summarised within the HUMANAISE framework. High levels of human touch, personalisation, and helpfulness were highly appreciated by respondents, demonstrating a consumer preference for humanised AI interaction. The present study provides valuable insights into core AI properties that can be used to design human–AI interactions aligned with user expectations, potentially increasing satisfaction and enhancing behavioural responses.

For details, please visit the publication LINK.