Artificial Intelligence (AI) is increasingly shaping customer service in the banking sector, with a growing focus on Digital Humans—AI-powered virtual assistants that simulate human appearance, speech, and behavior. Unlike traditional chatbots, Digital Humans aim to provide more natural, empathetic, and personalized interactions by combining advanced machine learning, natural language processing, and 3D rendering technologies. This study explores how Digital Humans influence customer perceptions of digital banking services through the development and evaluation of a prototype based on Algho, a platform by QuestIT. Following a design science methodology, the research involved creating a Digital Human tailored to loan request management and assessing it through a pilot test and two qualitative surveys. Findings reveal that Digital Humans enhance engagement and innovation perception, yet barriers such as limited AI familiarity and the “Uncanny Valley” effect reduce full user acceptance. Most users expressed preference for a hybrid model that combines human empathy with AI efficiency. This study contributes to the understanding of how AI-driven interfaces reshape digital banking experiences, offering practical insights for the design of customer-centric AI solutions.

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Digital Human: The New Frontier of Artificial Intelligence for Customer Experience

  • Claudia Spilotro,
  • Giustina Secundo,
  • Felice Vitulano

摘要

Artificial Intelligence (AI) is increasingly shaping customer service in the banking sector, with a growing focus on Digital Humans—AI-powered virtual assistants that simulate human appearance, speech, and behavior. Unlike traditional chatbots, Digital Humans aim to provide more natural, empathetic, and personalized interactions by combining advanced machine learning, natural language processing, and 3D rendering technologies. This study explores how Digital Humans influence customer perceptions of digital banking services through the development and evaluation of a prototype based on Algho, a platform by QuestIT. Following a design science methodology, the research involved creating a Digital Human tailored to loan request management and assessing it through a pilot test and two qualitative surveys. Findings reveal that Digital Humans enhance engagement and innovation perception, yet barriers such as limited AI familiarity and the “Uncanny Valley” effect reduce full user acceptance. Most users expressed preference for a hybrid model that combines human empathy with AI efficiency. This study contributes to the understanding of how AI-driven interfaces reshape digital banking experiences, offering practical insights for the design of customer-centric AI solutions.