Trust and Technology in a Ubiquitous Modern Environment:, edited by Dominika Latusek, focuses on trust as a concept and asks the question what invokes it in humans. The book notes that face and voice are two fundamental elements of trust building for centuries, and people ten to perceive the two as compelementary to each other. Consequently, the lack of one element creates an instinctive sense of reservation or slight bewilderment.
In the same book, the Gong and Nass experiment is discussed to some length. According to the experiment, people find computers generated voices and faces less trustworthy and synthetic than digital faces and voices sourced by real human faces and voices. This means that interactive voice response services and NLP-based chatbots may remain short of building your image as a responsible enterprise or worse may impede your capability to solve your customers’ problems.
In the book; Third International Trust Managment Conference that compiles the papers presented in the eponymous conference, it is stated that face-to-face communication is the form that invokes most trust. The Zheng et al. study mentioned in the same book, it is stated that methods such as phone calls that are introduced to humans with the advancements in technology established themselves as effective ways of communication and internalized by people, face to face communication is still the most trsut-invoking form.
What all these scientific account manifest is embedded within the common sense for long; your face is the most definitive representation of your identity and your reality. The expression we use when we get to know someone for the first time is ‘to meet in person’, we do not use any other word such as to speak or hear to express our gradual familiarization to a person. We want to be face to face with people when we evaluate them for a position in our firm, or we have important news to deliver. In times of crisis such as this one, our need for communication as a basis for trust and a compensation for the agency we lost becomes more apparent.