Chinese EV automaker Chery, known for its rapid global expansion and diverse vehicle lineup, is making a bold move into the future of car sales. Not content with just offering competitive EVs, Chery is experimenting with using humanoid robot salespeople, specifically blond-haired models, in some dealerships. While this initiative is generating buzz and drawing attention, the long-term success of this approach is questionable, given the complexities of human-robot interaction and the potential to fall into the "uncanny valley."
Chery: From Humble Beginnings to Global Player
Chery Automobile Co., Ltd. was founded in 1997 as a state-owned enterprise in Wuhu, Anhui province, China. Initially focused on manufacturing automotive components, Chery began producing cars in 1999, utilizing a licensed SEAT Toledo chassis. Their first car, the Fengyun, sold nearly 30,000 units. The company quickly rose to prominence in the Chinese market, becoming a leading exporter by 2003. Chery has since expanded its global presence, established joint ventures (like Chery Jaguar Land Rover) and offering a wide range of vehicles, including sedans, SUVs, and an increasing number of EVs. Chery’s EV branch, called iCar, offers models like the iCar 03 and V23.
The Robot Revolution... and the Uncanny Valley
Robots have come a long way since the early industrial models of the 20th century. Today, AI-powered robots are used in customer service, performing tasks from answering frequently asked questions to providing more complex assistance. However, there's a well-documented phenomenon known as the "uncanny valley." Coined by roboticist Masahiro Mori, it describes the dip in human comfort levels when interacting with robots that look almost human but exhibit subtle imperfections. Instead of feeling more relatable, these robots trigger discomfort, unease, or even fear.
Blond Bots and the Chery Experiment
Chery's decision to use blond, humanoid robots as salespeople is undoubtedly attention-grabbing. It aligns with the growing trend of integrating AI and robotics into customer-facing roles. The robots can provide information about Chery's vehicles, answer basic questions, and guide customers through the showroom. This can create a futuristic and innovative brand image for Chery. The initial interaction may pique customer curiosity, driving showroom traffic.
The Uncanny Valley Problem
While the novelty factor might draw people in, the long-term effectiveness is questionable. If the robots’ movements, speech patterns, or facial expressions are even slightly "off," customers may experience the uncanny valley effect. This could lead to feelings of unease or distrust, ultimately hindering the sales process. The choice of a "blond" robot raises further questions. It could be interpreted as reinforcing stereotypes or lacking cultural sensitivity, particularly in markets outside of China.
Robots: Training for the Future
Even if Chery's current robot salespeople don't become sales superstars, the experiment provides valuable data. The training set for robots' AI will be invaluable for future development. By observing how customers interact with these early-stage humanoid robots, Chery can refine their design and programming, paving the way for more sophisticated and effective customer service robots in the future.
The Future of Human-Robot Interaction
The timeline for robots that are truly indistinguishable from humans is difficult to predict with certainty. Some experts suggest that we could see significant advancements in the next few decades. More advanced customer service robots are being developed constantly. They could become common in various industries, providing personalized and efficient service, potentially eliminating the uncanny valley problem. The integration of advanced natural language processing (NLP) and emotional AI will be crucial for creating robots that can build rapport and trust with customers.
Wrapping Up
Chery's foray into robotic salespeople is a fascinating experiment at the cutting edge of human-computer interaction. While the immediate success of blond humanoid bots remains uncertain due to the uncanny valley, the data gathered and the potential for future development in customer service robotics are significant. Chery's initiative highlights the growing role of AI and robotics in the automotive industry and beyond, even if it might take some time before we're comfortable buying a car from a robot.
Disclosure: Picture Supplied By Chery
Rob Enderle is a technology analyst at Torque News who covers automotive technology and battery developments. You can learn more about Rob on Wikipedia and follow his articles on Forbes, X, and LinkedIn.
