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Measuring effectiveness of AI-based virtual service assistants by user mental health improvement: A research agenda

Author

Listed:
  • Maity, Devdeep

    (Department of Business Administration, USA)

  • Munnukka, Juha

    (School of Business, Finland)

  • Gangadharan, Ashwini

    (Department of Business Administration, USA)

Abstract
This paper argues that traditional performance measures of artificial intelligence (AI)-based virtual service assistants (VSAs) fall short of capturing the human-like attributes of VSAs, their influences on human partners, and hence a VSA’s true potential. The current study suggests that the effectiveness of VSAs can be measured by examining the variables related to mental health improvements of the consumers or human partners as a direct result of their conversations, companionship and engagement with the VSAs. The paper presents a research agenda, highlighting the role of perceived leadership of the AI-based VSAs, consumer engagement with VSAs and the subsequent social support of the VSAs to their consumers. It suggests that the aforementioned will result in the enhancement of a variety of coping skills such as problem solving, emotional and time-focused coping, and a subsequent overall increase of trust in AI-based VSAs among their consumers.

Suggested Citation

  • Maity, Devdeep & Munnukka, Juha & Gangadharan, Ashwini, 2023. "Measuring effectiveness of AI-based virtual service assistants by user mental health improvement: A research agenda," Journal of AI, Robotics & Workplace Automation, Henry Stewart Publications, vol. 2(4), pages 361-368, June.
    • Handle: RePEc:aza:airwa0:y:2023:v:2:i:4:p:361-368
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    More about this item

    Keywords

    virtual service assistants; artificial intelligence; mental health; coping; consumer engagement; AI leadership;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • G2 - Financial Economics - - Financial Institutions and Services

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