Year: 2024
Type: article
Abstract: This article identifies anthropomorphic virtual assistants (VAs) used in the Brazilian market, highlighting how technological mediation has transformed the interaction between consumers and brands. The growing popularity of VAs, driven by Generative Artificial Intelligence, is discussed, as well as the benefits in terms of personalization and ongoing support. The article also explores how humanizing these assistants can improve the consumer experience, positively influencing their perceptions and evaluations. Using survey and netnography, we analyzed Lu (Magazine Luiza), Nat (Natura), CB (Casas Bahia) and Sam (Samsung), and with this data we proposed guidelines for companies seeking to adopt these technologies.
Source: Revista Contracampo
Authors: Luciane Pereira Viana, Dusan Schreiber
Institution: Universidade Feevale
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W4414425807
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