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Institut für Betriebswirtschaftslehre Chair of Marketing for Social Impact

AI Empathy Research Initiative

AI Empathy Research Initiative

 

The AI Empathy Research Initiative brings together fellow senior researchers from Swiss universities to advance the field of empathic AI within the marketing context. Through joint research projects funded by third parties, the research group is dedicated to conducting cutting-edge research that addresses critical questions about the role of empathy in voice assistants enabled by artificial intelligence. With collective expertise centered around empathy, anthropomorphism, and humanness in voice assistants, the research group is united by the shared mission of unraveling the complexities surrounding how and when empathic AI assistants influence human decision-making processes.

Hosted by the Chair of Marketing for Social Impact at the University of Zurich, the research initiative is designed to push the boundaries of relevant and timely research questions, ensuring far-reaching implications for managers, policymakers, and society. For managers, this work guides the development of more effective and human-centric AI assistants. For policymakers, it contributes to the foundational understanding of AI empathy, its effects on human behavior, and the ethics of AI, ultimately anticipating potential risks better. For society, it offers a glimpse into the beneficial and potential detrimental effects of empathy-induced biases for individuals.
 

Ongoing Research Project

“The Role of Empathy in Generative Artificial Intelligence” 

Introduction
Artificial Intelligence (AI) is increasingly shaping how individuals think, feel, and behave. Among various AI-driven services, ChatGPT stands out as the fastest-growing AI platform to date, actively guiding users' decisions with improved accuracy in recommendations. Leveraging Generative AI (GenAI) and Large Language Models (LLMs), ChatGPT transforms into an exchange partner perceived to have human-like traits, including social and emotional capabilities. The potential benefits of adopting such "assistants" with social-emotional capabilities (e.g., warmth and care) are substantial. However, these advancements also present challenges, as they may affect the individual’s decision autonomy, leading to profound personal and societal consequences. The implications of these "social bots" are not fully understood, as research has lagged behind the rapid advancements in AI technology. 

Research question
Out of all the various emotional states, empathy stands out as uniquely essential, being a critical predictor of the quality of interpersonal relationships and is central to understanding market-related interactions. This project aims to investigate key elements in the adoption of AI-based assistants that, differently from the past, exhibit empathic abilities. Specifically, it addresses the questions (i) To what extent can empathic AI assistants influence individuals' decision-making? and (ii) When do individuals rely on AI to inform and support their decisions? Understanding responses to more human-like AI assistants will shed light on the potential beneficial and adverse effects of empathic AI.


Funding Partner

UZH Foundation

Technical Partner
Hume AI Empathy Partner

Research Fellows

Dr. Alex Mari Research Fellow AI Empathy Research Initiative
Dr. Alex Mari
PhD Business Administration, University of Zurich
Senior Research Associate, University of Zurich

Research areas: AI empathy, Voice assistants, Voice commerce, AI marketing, Decision biases, Decision automation.
 
Dr-Ertugrul-Uysal-AI-Empathy Research Fellow
Dr. Ertugrul Uysal
PhD Marketing, University of Neuchâtel
Senior Research Associate, ETH Zurich

Research areas: AI empathy, Anthropomorphism in AI, Voice assistants, Generative AI, Psychology of technology.
 
Dr-Fotis-Efthymiou-AI-Empathy-Research Fellow

Dr. Fotis Efthymiou
PhD Behavioral Science and Technology, University of St. Gallen
CX Specialist and Data Analyst, EDGE Strategy AG

Research areas: AI empathy, Voice assistants, Psychology of technology, Voice marketing, Emotional speech synthesis.
 

Dr-Jeff-Brooks-AI-Empathy-Research-Initiative-Hume-AI

Dr. Jeff Brooks (co-author)
PhD Psychology, New York University
Research Scientist Computational Affective Science, Hume.ai

Research areas: AI empathy, Emotion, Affective computing, Computational neuroscience, Social perception.

Research Collaborator
Barmak Heidarasadi
Software Engineer and Solution Architect, Pragmasus

Selected Publications

  • Mari, A., Mandelli, A., & Algesheimer, R. (2024). Empathic voice assistants: Enhancing consumer responses in voice commerce. Journal of Business Research, 175, 114566. Link
  • Efthymiou, F., Hildebrand, C., de Bellis, E., & Hampton, W. H. (2024). The power of AI-generated voices: How digital vocal tract length shapes product congruency and ad performance. Journal of Interactive Marketing, 59(2), 117-134. Link
  • Uysal, E., Alavi, S., & Bezençon, V. (2023). Anthropomorphism in Artificial Intelligence: A review of empirical work across domains and insights for future research. Artificial Intelligence in Marketing, 273-308. Link
  • Efthymiou, F., & Hildebrand, C. (2023). Empathy by Design: The Influence of Trembling AI Voices on Prosocial Behavior. IEEE Transactions on Affective Computing. Link
  • Uysal, E., Alavi, S., & Bezençon, V. (2022). Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features. Journal of the Academy of Marketing Science, 50(6), 1153-1175. Link
  • Mari, A., & Algesheimer, R. (2021). AI-based voice assistants for digital marketing: Preparing for voice marketing and commerce. In O. Niininen (Ed.), Contemporary Issues in Digital Marketing. Routledge. Link

Join the AI Empathy Research Initiative

We believe that the future of AI empathy lies in collaboration and synergy. We aim to inspire dialogue among thought leaders and innovators passionate about shaping AI's future. We invite scholars, industry professionals, and anyone interested in AI empathy to engage with us.

Please contact us if you are a senior researcher seeking to collaborate on research projects, a technological partner developing software with empathic features, an organization implementing real-life empathic AI solutions for consumers, or an institution interested in sponsoring our research activities.

Disclaimer: our research group is independent and entirely financed through third-party grants. The fellow researchers of the AI Empathy Research Initiative do not receive any compensation.