Artificial Intelligence (AI) is reshaping the way we interact with technology, particularly in customer service. Yet, despite their growing popularity, voice assistants like Alexa, Siri, and Google Assistant often fall short in understanding and addressing users’ emotional needs.
Enter Dr. Kesha Coker, assistant professor of marketing at Ball State University, whose innovative research sheds light on how empathetic AI can change that.
Dr. Coker’s work is the spotlight of “Fresh Perspectives,” a new initiative by the Miller College of Business. This monthly series aims to share cutting-edge faculty research and insights, making complex ideas accessible and relevant to both academic and general audiences.
Empathy in AI: A Revolutionary Shift
The concept of empathetic AI, as Dr. Coker explains, is a future-forward evolution where machines can genuinely understand and respond to human emotions.
“Imagine you’re frustrated because your delivery is delayed,” Dr. Coker says in a video accompanying her research. “What if your voice assistant could recognize your frustration, empathize, and offer a helpful response rather than the usual impersonal reply?”
This idea is more than just wishful thinking. Dr. Coker, along with her co-author, Dr. Ramendra Thakur from the University of Louisiana at Lafayette, conducted a study of 318 U.S. consumers. Their findings, published in the Journal of Services Marketing, reveal that users who perceive voice assistants as empathetic are more likely to use these technologies frequently and for a wider range of tasks.
Interestingly, this effect is even more pronounced for individuals who initially perceive higher risks in using such technology, such as concerns over privacy or errors.
From Frustration to Connection
The study highlights how empathetic AI benefits not just users but also businesses and policymakers:
- For individuals, empathetic AI provides a sense of being seen, heard, and valued, enhancing user satisfaction.
- For businesses, it increases customer loyalty and usage intensity, a vital metric in today’s competitive market.
- For policymakers, the findings offer a roadmap for designing technology that is both efficient and humane.
Dr. Coker describes empathetic AI as the “final stage in AI’s evolution”—transforming machines from tools of efficiency to partners in human interaction.
Practical Implications for Businesses
As Dr. Coker explains, businesses have much to gain from investing in empathetic AI.
“It’s not just about technology,” she says, “it’s about creating meaningful connections.”
Additionally, features like active listening, adaptive tone, and contextual understanding can make a significant difference in customer interactions.
For example, a voice assistant capable of detecting a user’s frustration could offer an empathetic apology and solutions tailored to the situation, rather than a generic “I don’t know that one.” Such interactions build trust and encourage users to rely on voice assistants for more complex and sensitive tasks.
“Our study reveals the transformative power of empathetic AI in customer service,” Dr. Coker said. “Empathetic AI has the potential to show care, keep customers engaged, and pave the way for more humane technology designs. It’s a future where feeling truly is caring.”
