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| Intelligent personal assistants accompany people worldwide every day. Credit: RUB, Kramer |
Siri, delete the light! Alexa, what does the weather forecast say? Nowadays, so-called intelligent personal assistants such as loudspeakers with speech recognition are hard to imagine in our everyday life. But do they only have a positive effect on us? What does the long-term human-assistant relationship look like?? Prof. also asked himself these questions. Dr. Sascha Alavi, chair holder at the Sales Management Department of RUB, and his research colleagues Prof. Dr. Valéry Bezençon and Ertuğrul Uysal from the University of Neuchâtel. In their joint study, published in the Journal of the Academy of Marketing Science, economists show that personal assistance systems can also have damaging effects on users in the long term.
“Previous studies have primarily and exclusively dealt with the advantages of intelligent assistance systems, highlighted their benefits for the world of work, for companies, especially from a commercial point of view. We were also interested in the potentially damaging consequences for consumers,” reports Alavi. To this end, he carried out surveys with his colleagues with more than 1,000 users of intelligent language assistants as well as qualitative in-depth interviews with eleven users.













