Isabel Won

Papers

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About

Dr. Isabel Won is a pioneering researcher at the intersection of human-robot interaction, service technology, and consumer psychology. Her work critically examines how social robots and AI agents are reshaping customer experiences in brick-and-mortar service contexts. In her highly influential 2021 paper "Social Robots in Service Contexts: Exploring the Rewards and Risks of Personalization and Re-embodiment," which has garnered 20 citations, Won investigates a pressing dilemma: as robots take on front-line roles and recognize customers to personalize service, do consumers embrace the convenience or feel monitored and profiled? This foundational study has set the agenda for understanding the delicate balance between technological personalization and consumer privacy. Beyond this work, Won's research explores the psychological implications of re-embodiment—when a social agent changes physical form—and how this affects trust and rapport. Her contributions are vital for designers and businesses deploying autonomous systems in public-facing roles. By highlighting both the rewards and risks of social robotics, Won provides essential guidance for creating ethical, user-centered service technologies that respect human dignity while leveraging AI's potential.