Crafting the Digital Frontline: An Exploration of How Firms Shape the Visual Identity of Virtual Service Agents
(A2026-134211)

AUTHORS

Linda Marquardt, Technische Hochschule Mittelhessen; Stefanie Wannow, Technische Hochschule Mittelhessen; Monika Schuhmacher, Justus-Liebig-University Gießen

ABSTRACT

This study explores how firms craft the visual identity of virtual service agents (VSAs) as part of the digital frontline. Drawing on in-depth interviews with marketing managers across industries, we examine current VSA applications, desired persona attributes and key decision uncertainties. Findings show that VSA visual design is not a purely technical or aesthetic task but a strategic branding decision. Managers share a clear view of where VSAs belong in the service landscape and which interpersonal qualities they should signal, yet face ambiguity when translating these into concrete visual choices. We surface tensions between generic warmth/competence and distinctive brand personality, between VSA brand persona fit and customer persona fit, and between implementation of single versus multiple customizable VSAs. These insights offer a practice-based foundation for future research and more robust guidance for firms navigating VSA design.