Investigating Effects of Facial Self-Similarity Levels on the Impression of Virtual Agents in Serious/Non-Serious Contexts

Recent technological advances have enabled the use of AI agents to assist with human tasks and augment human cognitive abilities in a variety of contexts, including decision making. It is critical that users trust these AI agents in order to use them effectively. Given that people tend to trust other people who are similar to themselves, incorporating features of one’s own face into the AI agent’s face may improve one’s trust in the AI agent. However, it is still unclear how impressions differ when comparing agents with the same appearance as one’s own and some similarities under the same conditions. Recognizing the appropriate level of similarity when using a self-similar agent is important for establishing a trustworthy agent relationship between people and the AI agent. Therefore, we investigated the effect of the degree of self-similarity of the face of the AI agent on the user’s trust in the agent. We examined users’ impressions of four AI agents with different degrees of face self-similarity in different scenarios. The results showed that the AI agent, whose similarity to the user’s facial feature was slightly recognizable but not obvious, received higher ratings on the feeling of closeness, attractiveness, and facial preferences. These self-similar AI agents were also more trustworthy in everyday non-serious decisions and were more likely to improve people’s trustworthiness in such situations. Finally, we discuss the potential applications of our findings to design real-world AI agents.