Exploring the impact of digital humans on customer experience

This ongoing work focuses on the virtual technology of digital humans, specifically on the potential impacts on customer experience. It starts by introducing the development of a believability framework for digital humans, emphasizing the interactions between behaviour, personality, appearance, and environment to enhance their realism. The framework aims to alleviate the "uncanny valley" effect and improve consumer interaction by making digital humans more lifelike and emotionally intelligent. The study employs a design science research approach, creating digital humans as student ambassadors in a university scenario, and has undergone three iterations, including interviews with university faculty and staff, co-creative workshops with students, and field experiments. The goal is to conduct empirical tests to refine the framework, thus enhancing customer experience in a virtual world environment.