Speciesism (also known as species prejudice, species chauvinism) plays a key role in the acceptance of automation in customer service -, according to research conducted by a team consisting of Artur Modliński, PhD, from the Faculty of Management at the University of Lodz and Professor Rebecca K. Trump from Loyola University Maryland in the United States.

The description of the study, conducted in three experiments on a group of 525 Polish and American participants, was published in the Journal of Service Theory and Practice. The researchers showed that people who believe in the superiority of humans over other species find it easier to trust chatbots, especially when automation is presented as an improvement in routine processes.

On the other hand, people who are less inclined to this way of thinking are more likely to fear automation, seeing it as a threat to human autonomy and employment. Lower levels of speciesism were associated with greater resistance to automation - the respondents were more likely to see it as a threat to employment, and chatbots as tools that take away control from people.

Artur Modliński explains in an interview with PAP that speciesism is an interesting phenomenon, which has so far received little attention in the context of research related to the functioning of business. The challenge that both entrepreneurs and researchers face is to convince users to use new technologies such as chatbots, voicebots and other AI-based systems, which are increasingly used in customer service.

Researchers participating in the Polish-American project point to an unexpected relationship: one of the key factors in understanding customer acceptance of automation is the level of their speciesism, or the belief in the superiority of humans over other species and technology.

'The co-author of the study and I were surprised by the results indicating that attitudes towards technology were deeply rooted in beliefs about the role of humans in the world. Speciesism affects not only how we perceive animals, but also our approach to machines and technology. Understanding these mechanisms allows us to design solutions that meet the needs of different groups of users', believes Artur Modliński.

According to the researchers, this relationship is associated with the perception of certain tasks as beneath humans, who - according to supporters of speciesism - are an outstanding and exceptional species, yet are forced to fill in tables and perform routine, repetitive activities associated with work in customer service centres. At the same time, these same people will appreciate companies that, through automation, free humans from performing 'unworthy' work.

'It was interesting that in our research these people did not notice that employees who already performed such tasks could lose their jobs due to being replaced by chatbots. Reflecting on this attitude, we came to the conclusion that an individual with a high degree of speciesism considers humans to be outstanding beings who will easily cope after losing their jobs in a call centre or customer service centre', Modliński explains.

The scientist from the University of Lodz points out that the Polish-American research concerned the automation of routine processes, perceived as boring and repetitive. In turn, people with high speciesism consider creative activity and creating works of art as appropriate only for humans. Therefore, if a brand wanted to entrust such tasks to artificial intelligence or automate them, it could encounter the opposite reaction and lack of acceptance.

According to the researchers, their findings may be particularly significant for companies implementing automation in customer service. Segmenting customers based on their beliefs about the place of humans in the world will allow them to tailor marketing messages and AI implementation strategies, thus increasing their effectiveness.

'If we know that our recipients are people with a high level of speciesism, then chatbots will be welcomed by them and can have a positive impact on our company. But if we produce pro-ecological goods, our main value is sustainable development, or we run a foundation that helps animals, then automation may not be accepted as easily. This is our main conclusion for business - ask yourself to what extent your recipients are people with high or low speciesism, because this may dictate your way of serving customers', Modliński adds.

The experts explain that customers who believe in human superiority over other species are more likely to accept automation when it is presented as a tool that frees humans from routine tasks, while sceptics require more transparent solutions and additional education to address their concerns. Designing systems with greater transparency and user control can increase consumer trust in technology.

To customers who would like to contest the presence of chatbots and service automation, Modliński explains that this is a futile protest, because we are doomed to such contacts. It is not only that the development of artificial intelligence takes away people's jobs, but that people themselves are increasingly critical of routine, simple tasks and increasingly do not want to work in call centres.

'We need to get used to these technologies, and at the same time be careful about the ways we use them, how we share our data, what we talk about, what we share. This is important in view of recent information about the operation of, for example, Chinese AI models, about how they distort our image of reality. We should educate both the youngest and mature consumers about their rights and the impact of technology on the market. Currently, this education is at a low level in Poland, young people are really overwhelmed by the number of tools and the amount of information. This is also a problem among the management staff, which is why we are constantly training them, but I have the impression that there are too few educators in relation to the needs', Modliński emphasises.

Agnieszka Grzelak-Michałowska (PAP)

PAP - Science in Poland

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