The human side of AI financial advice

Researchers Dr. Daria Plotkina and Dr. Havva Orkut of EM Strasbourg Business School, and Dr. Meral Ahu Karageyim of the Center for Applied Research in Finance (CARF) recently co-authored the widely discussed article “Give Me a Human! How Anthropomorphism and Robot Gender Affect Trust in Financial Robo-Advisory Services.” We spoke with them to learn more about what makes the ideal robo-advisor and the strategies banks should adopt to build trust and engagement.

Could you please briefly describe your research, “Give me a human! How anthropomorphism and robot gender affect trust in financial robo-advisory services”?

Robo-advisors are becoming a major force in financial services. The global robo-advisory market grew from $14.25 billion in 2025 to $18.7 billion in 2026, representing a 31.3% CAGR. North America currently commands around 47% of the market, while Asia-Pacific is expected to be the fastest-growing region through 2030.

But growth does not automatically mean trust. Many consumers still hesitate to rely on automated financial advice, especially when money, risk, and long-term security are involved. Our research examines a simple but important question: Can the way a robo-advisor looks — more robotic, more human-like, male, female, or gender-neutral — influence consumer trust?

Across two experimental studies with U.S. consumers, we tested how different robo-advisor designs shape social presence, perceived competence, persuasiveness, and trust. The key insight is clear: people do not just evaluate the advice; they also evaluate the “advisor” that delivers it.