Do empathetic interactions require human participation? A new Journal of Marketing study shows that generative AI can be used to create "feeling AI" that helps companies build empathetic relationships with customers.

Read an in-depth recap of this research here: https://www.ama.org/2024/04/23/can-companies-create-a-machine-that-feels-and-cares-using-generative-ai-to-provide-empathetic-customer-care/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231224748

Reference: Ming-Hui Huang and Roland T. Rust, “The Caring Machine: Feeling AI for Customer Care,” Journal of Marketing

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: p-values, statistics, statistical significance, research

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Using Generative AI to Provide Empathetic Customer Care