Speciesism, i.e. species bias, plays a key role in the acceptance of automation in customer service. This is the conclusion reached by a team including dr hab. Artur Modliński from the Faculty of Management at the University of Lodz and Prof Rebecca K. Trump from Loyola University Maryland in the US. The team conducted their research in three experiments conducted among a group of 525 participants that included both Polish and American respondents.
It was shown that people who believe in the superiority of humans over other species are more likely to trust chatbots, especially when automation is presented as an improvement in routine processes. The study results showed that they are more likely to perceive automation as beneficial, seeing it as a way to relieve humans of routine human tasks. Chatbots inspired greater trust in these people, especially when marketing messages underlined the fact that the technology “relieves humans of less important duties.”
On the other hand, people who are less inclined to think this way are more likely to fear automation, seeing it as a threat to human autonomy and employment. Lower levels of speciesism were associated with greater resistance to automation – the respondents were more likely to see it as a threat to employment and chatbots as tools that take away control from people.
Our research shows that attitudes toward technology are deeply rooted in beliefs about the role of humans in the world. Speciesism affects not only how we perceive animals, but also our approach to machines and technology. Understanding these mechanisms allows us to design solutions that meet the needs of different user groups
– notes dr hab. Artur Modliński, co-author of the study.
The study’s findings are particularly important for companies implementing automation in customer service. Segmenting customers based on their beliefs about the place of humans in the world allows them to tailor marketing messages and AI implementation strategies, increasing their effectiveness. Customers who believe in human superiority over other species are more likely to accept automation when it is presented as a tool that frees humans from routine tasks, while skeptics require more transparent solutions and additional education to address their concerns. Additionally, designing systems with greater transparency and user control can increase consumer trust in technology. The study’s findings offer businesses new tools to personalise AI implementation strategies, allowing them to better respond to diverse customer needs and increase customer satisfaction.
The study results have been published in the Journal of Service Theory and Practice.
Source: Modliński, A. and Trump, R.K. (2025), "The impact of speciesism on customers' acceptance of service automation", Journal of Service Theory and Practice, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSTP-06-2024-0200
Author of the commentary: dr hab. Artur Modliński, Head of the Centre for Artificial Intelligence and Cybercommunication Research
Edit: Faculty of Management, University of Lodz