Paari School of Business (PSB) is organising a distinguished lecture titled “When Technology Becomes Social: The Role of Avatars in Shaping Consumer Experiences” on March 26, 2026. The lecture will be delivered by Dr Shashank Singh Pawar, Assistant Professor in the Marketing area at Amrita School of Business, Amrita Vishwa Vidyapeetham, Kollam, Kerala.
Abstract
The rapid integration of artificial intelligence into digital environments is transforming how consumers interact with brands and services. One prominent development is the increasing use of AI- driven avatars that serve as interactive representatives of organisations in online platforms such as customer service, digital retail, and brand communication. Unlike traditional interfaces, avatars function as social actors by incorporating humanlike cues that shape consumer perceptions and experiences. Their visual appearance, humanlikeness, and expressive behavior influence how consumers evaluate credibility, authenticity, and the overall relevance of interactions. Consumer responses to avatars operate through multiple psychological mechanisms. Cognitively, avatars affect perceptions such as psychological distance and informational value, while affectively they can evoke emotions such as warmth, humor, and perceived similarity. Socially, avatars foster a sense of presence, rapport, and personalization that resembles interpersonal communication. Understanding these mechanisms is essential for designing avatar experiences that enhance consumer engagement and create meaningful interactions in increasingly technology-mediated marketplaces.
About the Speaker
Dr Shashank Singh Pawar is an Assistant Professor in the Marketing area at Amrita School of Business, Amrita Vishwa Vidyapeetham, Kollam, Kerala. He is a Fellow of Management (FPM) in Marketing from the Goa Institute of Management, Goa, and has over eight years of teaching experience. His research lies at the intersection of consumer behaviour, digital marketing, and technology-mediated service interactions, with a particular focus on how consumers respond to AI-enabled service avatars and digital interfaces. His work has been published in Computers in Human Behaviour (ABDC A), and his ongoing research is under review at leading journals, including the Journal of Business Ethics, Journal of Service Management and Acta Psychological. His research employs rigorous methodological approaches, including experimental research designs, structural equation modelling, and qualitative analysis using NVivo and MAXQDA.