Marketing

Digital employees

Supervisor

Dr Laszlo Sajtos
Faculty of Business
Project code: BUS011

Digital employees like chatbots, personal assistants, and the like have created a buzz in the world over the last few years. They are designed to execute tasks from simple to complex and offer immense value to companies, employees as well as customers. Besides their benefits, these technologies often have high failure rates due to consumers being generally sceptical towards them and preferring to interact with humans. This research aims to focus on various applications of digital employees, their advantages and disadvantages and further, to explore the factors that makes them successful.

The chosen summer scholar will help review some of the literature on human-machine interactions, and review successful and unsuccessful applications of digital employees and finally, help develop a conceptual framework with regard to the role of digital employees in business relationships.