Dr Marta Perez Garcia 1 , Sarita Saffon Lopez 1 , Hector Donis 2
July 2018
Proceedings of the 32nd International BCS Human Computer Interaction Conference (HCI)
Human Computer Interaction Conference
4 - 6 July 2018
Personality, Artificial Intelligence, Voice Activated Virtual Assistant
Currently, Voice Activated Virtual Assistants and Artificial Intelligence technologies are not just about performance or the functionalities they can carry out, it is also about the associated personality. This empirical multi-country study explores the personality perceptions of current VAVA users regarding these technologies. Since this is a rather unexplored territory for research, this study has identified two well-established personality evaluation methodologies, Aaker’s traits approach and Jung’s archetypes, to investigate current perceived personality and future desired personality of the four main Voice Activated Virtual Assistants: Siri, Google Assistant, Cortana and Alexa. Following are a summary of results by each methodology, and an analysis of the commonalities found between the two methodologies.
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