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The most human bot: Female gendering increases humanness perceptions of bots and acceptance of AI
Psychology and Marketing ( IF 8.9 ) Pub Date : 2021-03-22 , DOI: 10.1002/mar.21480
Sylvie Borau 1 , Tobias Otterbring 2, 3 , Sandra Laporte 4 , Samuel Fosso Wamba 1
Affiliation  

Companies have repeatedly launched Artificial Intelligence (AI) products such as intelligent chatbots and robots with female names, voices, and bodies. Previous research posits that people intuitively favor female over male bots, mainly because female bots are judged as warmer and more likely to experience emotions. We present five online studies, including four preregistered, with a total sample of over 3,000 participants that go beyond this longstanding perception of femininity. Because warmth and experience (but not competence) are seen as fundamental qualities to be a full human but are lacking in machines, we argue that people prefer female bots because they are perceived as more human than male bots. Using implicit, subtle, and blatant scales of humanness, our results consistently show that women (Studies 1A and 1B), female bots (Studies 2 and 3), and female chatbots (Study 4) are perceived as more human than their male counterparts when compared with non-human entities (animals and machines). Study 4 investigates explicitly the acceptance of gendered algorithms operated by AI chatbots in a health context. We found that the female chatbot is preferred over the male chatbot because it is perceived as more human and more likely to consider our unique needs. These results highlight the ethical quandary faced by AI designers and policymakers: Women are said to be transformed into objects in AI, but injecting women's humanity into AI objects makes these objects seem more human and acceptable.

中文翻译:

最人性化的机器人:女性性别化增加了对机器人的人性认知和对人工智能的接受

公司多次推出人工智能(AI)产品,例如智能聊天机器人和具有女性名字、声音和身体的机器人。先前的研究假设,人们直觉上更喜欢女性而不是男性机器人,主要是因为女性机器人被认为更温暖,更容易体验情绪。我们提供了五项在线研究,包括四项预先注册的,总样本超过 3,000 名参与者,这些研究超出了这种长期以来对女性气质的看法。因为温暖和经验(但不是能力)被视为一个完整的人类的基本素质,但机器缺乏,我们认为人们更喜欢女性机器人,因为她们被认为比男性机器人更人性化。使用含蓄、微妙和明目张胆的人性尺度,我们的结果一致表明,女性(研究 1A 和 1B)、与非人类实体(动物和机器)相比,女性机器人(研究 2 和 3)和女性聊天机器人(研究 4)被认为比男性机器人更人性化。研究 4 明确调查了人工智能聊天机器人在健康环境中对性别化算法的接受程度。我们发现女性聊天机器人比男性聊天机器人更受欢迎,因为它被认为更人性化,更有可能考虑我们的独特需求。这些结果凸显了人工智能设计师和政策制定者面临的道德困境:据说女性在人工智能中被转化为物体,但将女性的人性注入人工智能物体使这些物体看起来更人性化和可接受。研究 4 明确调查了人工智能聊天机器人在健康环境中对性别化算法的接受程度。我们发现女性聊天机器人比男性聊天机器人更受欢迎,因为它被认为更人性化,更有可能考虑我们的独特需求。这些结果凸显了人工智能设计师和政策制定者面临的道德困境:据说女性在人工智能中被转化为物体,但将女性的人性注入人工智能物体使这些物体看起来更人性化和可接受。研究 4 明确调查了人工智能聊天机器人在健康环境中对性别化算法的接受程度。我们发现女性聊天机器人比男性聊天机器人更受欢迎,因为它被认为更人性化,更有可能考虑我们的独特需求。这些结果凸显了人工智能设计师和政策制定者面临的道德困境:据说女性在人工智能中被转化为物体,但将女性的人性注入人工智能物体使这些物体看起来更人性化和可接受。
更新日期:2021-03-22
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