How 'human-like' AI chatbots can improve customer experience
30 Nov 2025

A recent study from the Goa Institute of Management (GIM) has found that a balanced level of human-like artificial intelligence (AI) design in chatbots can boost customer trust and comfort.

The research, which was conducted with the Cochin University of Science and Technology (CUSAT) in Kerala, looked at how customers interact with AI-enabled service agents like chatbots, digital assistants, and service robots.

Excessive human resemblance in AI can cause discomfort
Design balance

The study highlights that while a balanced level of human-like AI design can enhance customer comfort and trust, too much human resemblance could lead to discomfort.

This suggests that the design of AI interaction, including its appearance, empathy, and interaction style, has a major impact on customer trust, engagement, and satisfaction.

Study proposes integrated framework for AI agent design
Research model

The study proposes an integrated framework that combines disparate findings into a single model.

This model explains how the design of AI agents, consumer traits, and service contexts together influence customer outcomes.

"This model advances understanding of how AI design features, such as human-likeness, empathy, reliability, and consumer traits jointly influence trust, acceptance, and satisfaction," said Manu C., Assistant Professor at GIM.

Research identifies gaps in AI perception and acceptance
Knowledge gaps

The study also highlights important research gaps such as cross-cultural differences in AI perception, the impact of social identity and trust on AI acceptance, and the ethical limits of humanizing AI.

"The insights of this research have direct applications for service managers, designers, and marketers seeking to deploy AI responsibly in customer-facing roles," the study said.