Impact of GenAI Sales Agent Timing in VR Commerce
Abstract
How does the timing of an AI assistant's approach affect consumer behavior in the Metaverse? This study investigates the impact of Immediate vs. Delayed interference on user experience, decision confidence, and purchase intention.
Note: Interactive dashboard features are not available in this version. View the original Hugo site for interactive elements.
The Experimental Scenario
Participants were placed in a Virtual Reality showroom and tasked with choosing a 3D printer. The complexity of the product data (specs, price, kit vs. assembled) created a realistic cognitive load, making the role of the AI assistant crucial.
Product Options
1. Explorer
- Price: €229.99
- Type: Kit (Bausatz)
- Build Size: 350x350x250mm
- Heated Bed: No
- Materials: PLA, PETG
- Entry level kit. Requires assembly. Lacks heated bed, limiting material options.
2. Solid
- Price: €499.99
- Type: Kit (Bausatz)
- Build Size: 400x400x405mm
- Heated Bed: Yes
- Materials: PLA, PETG, ABS
- Mid-range kit. Large build volume and heated bed allow for more durable materials.
3. Plus
- Price: €659.99
- Type: Ready to Use
- Build Size: 430x400x435mm
- Heated Bed: Yes
- Materials: PLA, PETG, ABS
- Premium experience. Comes assembled. Cited as 'Good value for money' in the study.
Task: Evaluate these options. In the study, the AI agent would approach either immediately upon entry or delayed (after 5+ seconds of browsing).
The GenAI Pipeline
The sales agent wasn't a static script. It utilized a real-time Generative AI pipeline to converse naturally with participants.
Pipeline Steps
-
User Speech — Voice Input
- The participant speaks naturally to the avatar in the VR environment, asking questions like "Which printer is best for beginners?"
-
Speech-to-Text — Azure STT
- The audio input is captured and converted into text string using Azure Cognitive Services, handling ambient noise and voice clarity.
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LLM Processing — GPT-4 / OpenAI
- The text query is sent to a Large Language Model (GPT-4). The model has system prompts defining it as a 'helpful sales assistant' aware of the product catalog.