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Social agents and robots are moving into front-line positions in brick and mortar services, taking on roles where they directly interact with customers. These agents could potentially recognize customers to personalize service. Will customers like this, or might they feel monitored and profiled? Robots could also re-embody (move their “personality” between one body and another) in order to take on multiple roles that are typically performed by different people. Will this make customers feel more taken care of, or will it raise concerns about the robot’s competence and expertise? Our work investigates when robots should and should not recognize customers and re-embody. Our online study used storyboards to present possible future interactions between robots and customers across several different service contexts. Our findings suggest that people generally accept robots identifying customers and taking on vastly different roles. However, in some contexts, these robot behaviors seem creepy and untrustworthy.

Social Robots in Service Contexts: Exploring the Rewards and Risks of Personalization and Re-embodiment