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About

Christian Brock is a prominent researcher specializing in service robotics, artificial intelligence in customer service, and digital transformation in retailing. His work sits at the intersection of technology adoption, consumer behavior, and branding, making him a significant voice in understanding how emerging technologies reshape service industries. Brock's most influential contribution is his 2021 meta-analysis on anthropomorphism in service provision, which has garnered an impressive 1,033 citations, establishing him as a leading authority on how physical robots, chatbots, and AI systems are perceived and adopted by consumers. This landmark study synthesized findings across multiple AI-driven service contexts, offering critical insights into why humanlike design features influence customers' willingness to engage with robotic services. Beyond this seminal work, Brock has explored how digital disruption creates both challenges and opportunities for retail businesses, and more recently examined how anthropomorphic robot design affects corporate brand perceptions — a practically valuable area for firms deploying service automation. His earlier work on social robots in branded service encounters further demonstrates his sustained commitment to understanding how robotic technology shapes brand trust and consumer experience. Collectively, his research provides valuable frameworks for businesses navigating the rapidly evolving landscape of AI-powered service delivery.