All Stories

Prof. Colleen O'Brien Prof. Colleen O'Brien Professor Emerita Colleen O’Brien’s latest manuscript, “The search for AI value: The role of complexity in human-AI engagement in the financial industry,” has been accepted and published in the Journal of Computers in Human Behavior: Artificial Humans.

This study explores how consumers perceive AI value when interacting with virtual agents (VA) to complete various tasks. Prof. O’Brien worked with Elizabeth Manser Payne from the University of South Dakota on this research.

The study indicates that consumers have a limit on the tasks they will complete without a social-emotional connection. Basic virtual agent usage may require trust, comfort, and perceived security to influence usage intention. However, in advanced virtual agent contexts, usage intention requires not only perceived security and comfort, but also a perception of expertise and social presence.

For more information, contact:

Colleen O’Brien, Adjunct Professor, Department of Management and Marketing: