Do Men Have No Need for “Feminist” Artificial Intelligence? Agentic and Gendered Voice Assistants in the Light of Basic Psychological Needs

Artificial Intelligence (AI) is supposed to perform tasks autonomously, make competent decisions, and interact socially with people. From a psychological perspective, AI can thus be expected to impact users’ three Basic Psychological Needs (BPNs), namely (i) autonomy, (ii) competence, and (iii) relatedness to others. While research highlights the fulfillment of these needs as central to human motivation and well-being, their role in the acceptance of AI applications has hitherto received little consideration. Addressing this research gap, our study examined the influence of BPN Satisfaction on Intention to Use (ITU) an AI assistant for personal banking. In a 2×2 factorial online experiment, 282 participants (154 males, 126 females, two non-binary participants) watched a video of an AI finance coach with a female or male synthetic voice that exhibited either high or low agency (i.e., capacity for self-control). In combination, these factors resulted either in AI assistants conforming to traditional gender stereotypes (e.g., low-agency female) or in non-conforming conditions (e.g., high-agency female). Although the experimental manipulations had no significant influence on participants’ relatedness and competence satisfaction, a strong effect on autonomy satisfaction was found. As further analyses revealed, this effect was attributable only to male participants, who felt their autonomy need significantly more satisfied by the low-agency female assistant, consistent with stereotypical images of women, than by the high-agency female assistant. A significant indirect effects model showed that the greater autonomy satisfaction that men, unlike women, experienced from the low-agency female assistant led to higher ITU. The findings are discussed in terms of their practical relevance and the risk of reproducing traditional gender stereotypes through technology design.