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Cited by 77Social Robot Interaction and HRIVirtual Reality Applications and ImpactsInformation Systems Theories and Implementation

Actors, Avatars and Agents: Potentials and Implications of Natural Face Technology for the Creation of Realistic Visual Presence

University of Sydney, Seymour, Mike, Riemer, Kai, University of Sydney, Kay, Judy, University of Sydney·2018·Journal of the Association for Information Systems
DOI 10.17705/1jais.00515
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Abstract

We are on the cusp of creating realistic, interactive, fully rendered human faces on computers that transcend the “uncanny valley,” widely known for capturing the phenomenon of “eeriness” in faces that are almost, but not fully realistic. Because humans are hardwired to respond to faces in uniquely positive ways, artificial realistic faces hold great promise for advancing human interaction with machines. For example, realistic avatars will enable presentation of human actors in virtual collaboration settings with new levels of realism; artificial natural faces will allow the embodiment of cognitive agents, such as Amazon’s Alexa or Apple’s Siri, putting us on a path to create “artificial human” entities in the near future. In this conceptual paper, we introduce natural face technology (NFT) and its potential for creating realistic visual presence (RVP), a sensation of presence in interaction with a digital actor, as if present with another human. We contribute a forward-looking research agenda to information systems (IS) research, comprising terminology, early conceptual work, concrete ideas for research projects, and a broad range of research questions for engaging with this emerging, transformative technology as it becomes available for application. By doing so, we respond to calls for “blue ocean research” that explores unchartered territory and makes a novel technology accessible to IS early in its application. We outline promising areas of application and foreshadow philosophical, ethical, and conceptual questions for IS research pertaining to the more speculative phenomena of “living with artificial humans.”

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  • The implications of machines with highly nuanced language mastery that can mimic and impersonate human communication believably but lack human understanding or ethical inhibitions are potentially far-reaching, especially when amplified with natural voice and realistic face technology.

    “The implications of machines with highly nuanced language mastery that can mimic and impersonate human communication believably, but lack human understanding or ethical inhibitions, are potentially far-reaching, especially when the technology can now be amplified with natural voice (130, 131) and realistic face technology (5).”

    From The benefits and dangers of anthropomorphic conversational agents (2025) · cites this paper as [5]

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Authors
University of Sydney, Seymour, M., Riemer, K., University of Sydney, Kay, J., & University of Sydney
Affiliations
The University of Sydney (AU)
ORCID
Venue
Journal of the Association for Information Systems
Publisher
Association for Information Systems
Published
2018
Pages
953-981
ISSN
1536-9323 (ISSN-L)
DOI
10.17705/1jais.00515
OpenAlex
W2903671316
Cited by
77
References
51
Citations by year
2026: 6 · 2025: 11 · 2024: 14 · 2023: 8 · 2022: 11 · 2021: 14 · 2020: 8 · 2019: 3 · 2018: 2
FWCI
9.14
Type
journal article
Language
en
Open access
closed
Locations
  • Journal of the Association for Information Systems (publishedVersion)
  • Journal of the Association for Information Systems (submittedVersion)
Topics
  • Social Sciences › Psychology › Social Psychology › Social Robot Interaction and HRI
  • Physical Sciences › Computer Science › Human-Computer Interaction › Virtual Reality Applications and Impacts
  • Social Sciences › Sociology and Political Science › Information Systems Theories and Implementation
Keywords
visual presence, uncanny valley, human-machine interaction, digital actors, remote collaboration, artificial humans, research agenda

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