Scholarlink

The use of Human-AI teams is becoming more common in service contexts. However, customers do not always trust the recommendations of AI agents. We draw on social identity theory to show that trust in human-led teams is higher than in AI-led teams. We use behavioral (questionnaires on trust and compliance) and neuroscientific measures (EEG) to investigate customer perceptions. We demonstrate that individuals invest more cognitive effort when faced with recommendations from AI-led service providers. This is corroborated by higher alpha-band activity in the AI-led team condition. We also show that individuals trust AI-led teams less and are less likely to comply with their recommendations. We contribute to social identity theory and propose that managers adopt different communication styles when they employ human-led versus AI-led teams.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Trust and Compliance in Financial Services: A Comparative Study of Human-Led Versus AI-Led Teams Using Behavioral and Neuroscientific Measures

  • 会议论文

  • 发表日期：

    2025年

查看全文
  • Asli Gul Kurt,
  • Sylvain Sénécal,
  • Pierre-Majorique Légér,
  • Jared Boasen,
  • Ruxandra Monica Luca,
  • Yany Grégoire,
  • Muhammad Aljukhadar,
  • Constantinos Coursaris,
  • Marc Fredette

摘要

The use of Human-AI teams is becoming more common in service contexts. However, customers do not always trust the recommendations of AI agents. We draw on social identity theory to show that trust in human-led teams is higher than in AI-led teams. We use behavioral (questionnaires on trust and compliance) and neuroscientific measures (EEG) to investigate customer perceptions. We demonstrate that individuals invest more cognitive effort when faced with recommendations from AI-led service providers. This is corroborated by higher alpha-band activity in the AI-led team condition. We also show that individuals trust AI-led teams less and are less likely to comply with their recommendations. We contribute to social identity theory and propose that managers adopt different communication styles when they employ human-led versus AI-led teams.