Top Highlights

• Because the latter felt reduced to a number and thought they couldn’t take as much credit for their success
• When we gave the AI a name (Sam), added an avatar, and made its interaction with people more conversational, they responded much as they would to a human employee
• created a chat format in which the AI engaged users with emotionally expressive cues such as emojis. When users received positive feedback about their financial health from the humanized AI versus the standard display format, they were more likely to click on the link and seek more information
• if they feel that they can’t attribute outcomes to their own skill or effort
• Although the ads were for the same product, the results revealed that framing does indeed matter: When the appliance was described as allowing people to at least partly use their skills, identity-motivated consumers had more-positive attitudes toward it

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