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<p>This research examines how AI chatbots and human representatives influence customer conversion through two core social-perception dimensions: warmth and competence. Across two studies using real conversational data and an experiment, the findings show that human agents elicit higher warmth, while AI chatbots demonstrate greater competence. Warmth has a stronger effect on customer conversion than competence. Attribute type—search, experience, and credence—moderates these effects: AI competence is most beneficial for search tasks, whereas human warmth is most beneficial for experience and credence tasks requiring trust and reassurance. This study provides an incremental, evidence-based contribution by showing when AI or human service modes are more effective in driving conversion, without relying on untested psychological mechanisms. The findings offer practical guidance for designing hybrid customer-service strategies in AI-integrated environments.</p>

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AI vs. human in customer service: how attribute type changes the game

  • 期刊论文

  • 发表日期：

    2026年5月5日

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  • Fakhri Baghirov

摘要

This research examines how AI chatbots and human representatives influence customer conversion through two core social-perception dimensions: warmth and competence. Across two studies using real conversational data and an experiment, the findings show that human agents elicit higher warmth, while AI chatbots demonstrate greater competence. Warmth has a stronger effect on customer conversion than competence. Attribute type—search, experience, and credence—moderates these effects: AI competence is most beneficial for search tasks, whereas human warmth is most beneficial for experience and credence tasks requiring trust and reassurance. This study provides an incremental, evidence-based contribution by showing when AI or human service modes are more effective in driving conversion, without relying on untested psychological mechanisms. The findings offer practical guidance for designing hybrid customer-service strategies in AI-integrated environments.