A personalised ChatGPT voice assistant for role-playing – A pilot implementation for sales learning

Role-playing is widely used in sales management education. This research examines students’ perceptions of using a customised ChatGPT voice assistant as a potential customer in a sales-interaction role-play activity, and assesses reasons for these perceptions. We use a convergent mixed-methods approach (a survey and two focus groups). Results show that students found the activity and feedback useful, were satisfied with it, and would recommend it to others. The qualitative method confirms the survey findings and adds that though nervous about the activity, students felt excited, curious, and surprised by it. Students felt that ChatGPT’s voice mode lacks non-verbal communication skills. Furthermore, they did not completely trust ChatGPT’s feedback due to its high level of benevolence, stating that they would seek teachers’ feedback to enhance their learning. These results provide implications, and enable us to delineate guidelines, for improving such activities.