Using artificially generated pictures in customer-facing systems: an evaluation study with data-driven personas

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dc.contributor.authorJoni Salminen
dc.contributor.authorSoon-gyo Jung
dc.contributor.authorAhmed Mohamed Sayed Kamel
dc.contributor.authorJoão M. Santos
dc.contributor.authorBernard J. Jansen
dc.contributor.organizationfi=markkinointi|en=Marketing|
dc.contributor.organization-code1.2.246.10.2458963.20.50826905346
dc.converis.publication-id50747980
dc.converis.urlhttps://research.utu.fi/converis/portal/Publication/50747980
dc.date.accessioned2025-08-27T23:22:57Z
dc.date.available2025-08-27T23:22:57Z
dc.description.abstractWe conduct two studies to evaluate the suitability of artificially generated facial pictures for use in a customer-facing system using data-driven personas. STUDY 1 investigates the quality of a sample of 1,000 artificially generated facial pictures. Obtaining 6,812 crowd judgments, we find that 90% of the images are rated medium quality or better. STUDY 2 examines the application of artificially generated facial pictures in data-driven personas using an experimental setting where the high-quality pictures are implemented in persona profiles. Based on 496 participants using 4 persona treatments (2 × 2 research design), findings of Bayesian analysis show that using the artificial pictures in persona profiles did not decrease the scores for Authenticity, Clarity, Empathy, and Willingness to Use of the data-driven personas.
dc.format.pagerange905
dc.format.pagerange921
dc.identifier.jour-issn0144-929X
dc.identifier.olddbid203888
dc.identifier.oldhandle10024/186915
dc.identifier.urihttps://www.utupub.fi/handle/11111/50779
dc.identifier.urlhttps://doi.org/10.1080/0144929X.2020.1838610
dc.identifier.urnURN:NBN:fi-fe2021042823756
dc.language.isoen
dc.okm.affiliatedauthorSalminen, Joni
dc.okm.discipline113 Computer and information sciencesen_GB
dc.okm.discipline515 Psychologyen_GB
dc.okm.discipline113 Tietojenkäsittely ja informaatiotieteetfi_FI
dc.okm.discipline515 Psykologiafi_FI
dc.okm.internationalcopublicationinternational co-publication
dc.okm.internationalityInternational publication
dc.okm.typeA1 ScientificArticle
dc.publisherTaylor & Francis
dc.publisher.countryUnited Kingdomen_GB
dc.publisher.countryBritanniafi_FI
dc.publisher.country-codeGB
dc.relation.doi10.1080/0144929X.2020.1838610
dc.relation.ispartofjournalBehaviour and Information Technology
dc.relation.issue5
dc.relation.volume41
dc.source.identifierhttps://www.utupub.fi/handle/10024/186915
dc.titleUsing artificially generated pictures in customer-facing systems: an evaluation study with data-driven personas
dc.year.issued2022

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