AI Robots in Restaurants: How Gender Affects Consumer Choices

The use of artificial intelligence (AI) and robots in restaurants is growing, and recent research has revealed an intriguing aspect of human-robot interaction: the gender of robots can influence customers' decisions. This phenomenon was uncovered by a study from Penn State's School of Hospitality Management, which explored how the gendered traits of robots—such as voices, names, and appearances—impact consumer behavior.

The Role of Robot Gender in Consumer Decisions

In the study, researchers found that the gendered characteristics of robots significantly impacted the decisions of restaurant customers. The experiment showed that customers with lower self-perceived power were more likely to accept suggestions from robots whose gender traits aligned with societal expectations. Specifically, female customers with lower power were more inclined to trust male-voiced robots, while male customers showed a preference for female-voiced robots.

Neutralizing Gender Bias with Robot Design

Interestingly, the study also revealed that certain design strategies could mitigate the influence of gendered characteristics. Robots with "cute" features—round faces, large eyes, and friendly expressions—tended to neutralize the bias toward gendered traits. In these cases, both male and female customers responded in a more balanced manner, indicating that design plays a crucial role in shaping consumer perception, independent of gender cues.

Implications for the Hospitality Industry

These findings have important implications for the hospitality industry, where AI employees and non-human workers are becoming more common. Understanding how robot gender influences consumer behavior can help businesses design better customer service experiences. By adjusting the design and voice characteristics of robots to fit customer preferences or opting for more neutral, non-gendered robots, restaurants can increase customer satisfaction and encourage more balanced decision-making.

The Growing Impact of AI Employees

As AI and robots continue to play a larger role in service industries, it’s essential to consider their social impact. Voice AI agents and non-human workers must be carefully designed to foster positive interactions with customers. This research highlights that even small features, like a robot’s voice or appearance, can have a profound effect on how customers feel about their service experience. For businesses, this is a critical opportunity to enhance customer engagement and build trust with a new generation of tech-savvy consumers.

Key Highlights:

• Robot Gender Affects Consumer Choices:
  • Customers with lower self-perceived power were more likely to trust robots with gendered voices and appearances that align with societal expectations (e.g., male-voiced robots for women, female-voiced robots for men).
• Neutralizing Gender Bias Through Design:
  • Robots with "cute" features, such as round faces and large eyes, helped neutralize the influence of gendered traits, making customers respond similarly regardless of the robot’s gender.
• Implications for the Hospitality Industry:
  • Understanding how robot gender influences consumer behavior can help businesses design better, more inclusive customer experiences, increasing satisfaction and trust.
• Growing Role of AI Employees:
  • As AI and robots take on more roles in customer service, small design features—like voice and appearance—can have a major impact on customer engagement and decision-making.

Reference:

https://www.earth.com/news/robot-gender-can-influence-your-choices-at-a-restaurant/