Experimental assessment of the effectiveness of synthetic personae for multi-modal e-retail applications

This paper details results of an experiment to empirically evaluate the effectiveness and user acceptability of human-like synthetic agents in a multi-modal electronic retail scenario. The synthetic personae played the roles of interactive conversational sales assistants. The range of life-like personae differed with respect to gender and technology. Participants took part in the controlled experiment, which involved them eavesdropping on spoken dialogues between a customer and each of the synthetic personae. They also completed questionnaires and took part in a debriefing interview designed to elicit information relating to the effectiveness, believability and perceived quality of each of the personae. Results show that participants expected a high level of realistic and human-like verbal and non-verbal communicative behaviour in the synthetic personae. This was demonstrated in the strong preference for personae that exhibited natural facial expressions, gestures and emotions. It was also found that disembodied voices were significantly preferred to many of the personae. In addition, results show participants had significantly different attitudes to the voices of the personae.