02.12.2025
Prof. Dr. Svetlana Bialkova presented her work “HUMANAISE. Key AI Properties Augmenting Behavioural Response” at the 7th International Conference ICMarkTech'25, hosted by the Faculty of Economics, University of Valencia, Spain.
The talk covers empirical research exploring consumer perceptions of AI properties that enhance user experience and influence behaviour.The results clearly show that human-likeness leads to a more positive evaluation of an AI agent, thereby influencing future use and brand loyalty.
The presentation received great attention and inspired vivid discussion.
The conference also provided an opportunity for further collaboration.
ICMarkTech serves as a global platform for scholars and professionals to exchange insights, advancements, and concerns within the realm of Marketing and its allied technologies.