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Archive » March 2025 » Trust, advice and technology in the image and likeness of man. Neurofinance and robo-advisors

Trust, advice and technology in the image and likeness of man. Neurofinance and robo-advisors

Andrea Bazzani, Gian Marco Magistrelli, Giorgio Manfroni, Giuseppe Turchetti, Paolo Frumento, Ugo Faraguna
March 2025 - n. 3
Keywords: Consulenza finanziaria, robo-advisor, Tecnologia, Neurofinanza
Jel codes: D87, G41, O30

In the Ai era, the spread of robo-advisors has drawn the complains of users about the lack of human and empathetic contact when interacting with virtual assistants. However, an excessive resemblance to human features can be unsettling. This preliminary research, structured in two studies, investigates whether the degree of humanization in the appearance of advisors influences: (i) visual engagement, measured using a neurophysiology technique (eyetracking), as well as the trust and investment choices of investors; (ii) the ability to forgive an error made by the advisor. The results show no significant differences in investment behaviors among the types of advisors. In particular, interaction with humanoid advisors may require greater cognitive effort. This suggests that financial platforms might direct their efforts towards enhancing the user interface and the decision-making capabilities of AI, rather than focusing solely on aesthetic humanization.

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