Two Cave Hill-based computer scientists are widening their research into the use of social robots and Intelligent Voice Assistants (IVAs) in the banking system in Barbados.
The husband and wife team of Dr. Curtis Gittens and Dr. Mechelle Gittens presented preliminary findings of their research on the topic “Comparing and Evaluating the Effectiveness of a Social Robot and an Intelligent Voice Assistant in Influencing Digital Banking Service Adoption”, during the CIBC FirstCaribbean-sponsored Research in Banking and Finance Business Forum.
The pair concluded that social robots and IVAs have a place within the local financial system. Social robots comprise physical hardware and software components that are connected to a network and are designed to interact with people.
IVAs are artificial intelligence (AI) and machine learning powered software, such as Amazon’s Alexa and Apple’s Siri, that understand and perform tasks based on voice commands by users. Although the use of robots and AI remain an issue of debate, the team said they have proven very useful in areas like healthcare and as teaching assistants in education.
Based on estimates, almost US$700 million will be spent in the social robot market this year. While research has been done internationally on using these technologies in mobile banking, it seemed none had been undertaken in the Caribbean.
The preliminary study by the computer scientists involved 55 users of CIBC FirstCaribbean, Warrens, St. Michael who are at least 18 years old. Most participants were clients of the bank, used the ATM weekly or more frequently, and went to the bank teller less than once a month or never. Interestingly, although 42 per cent said they had never interacted with robots prior to the study, the overwhelming majority (87 per cent) had interacted with IVAs.
To investigate the issue, the computer scientists utilised the ASUS Zenbo companion robot, and Alexa via the hands-free speaking device, Echo. Adjustments were made to the speaking voice of both to eliminate preconceived notions. Scripted persuasive elements were used in Zenbo, while scripted neutral elements were used with Alexa. The content came from CIBC Caribbean’s online marketing material.
Each participant was exposed solely to a neutral interaction or a persuasive interaction. Dr. Curtis Gittens explained that the findings did not support their hypotheses that social robots would be perceived as more persuasive than IVA in the adoption of digital banking services, that the persuasive technologies positively influence bank clients to start using digital banking services and that these persuasive technologies would positively influence clients to use additional digital banking services.
“We believe that Zenbo was not seen as being more persuasive than Alexa because Alexa is familiar. As we saw in our demographics, 87 per cent of the participants actually used some sort of intelligent voice assistant and 42 per cent never interacted with a robot. And so, we believe the unfamiliarity within the banking context probably played into that.
Another thing that we think affected the persuasiveness of the robot versus Alexa is the voice recognition system. Alexa’s is superior to Zenbo’s. Zenbo is also known to have voice recognition challenges. “For both Zenbo and Alexa, people were not convinced to change or consider signing up [for additional digital banking services]. But even though they did not sign up, they still thought that the information was persuasive. One of the reasons we think people weren’t encouraged or didn’t think of signing up or adopting new services was the scripted conversation.”
His fellow investigator said based on the literature and overall reaction from people, social robots have a place within the banking system in Barbados and can offer useful services. “People were fascinated and although some did not necessarily want to participate in the study because of the line in the bank, enough people were interested that we recognised that the robot and IVA can be useful.”
The senior lecturers recognised that voice recognition is especially important in the Caribbean because of our vernacular and accents. They also intend to combine unscripted conversations using an integrated generative Artificial Intelligence (AI) chatbot and employ stronger persuasive techniques.
