Purpose This study aims to examine users’ perceptions of gendered artificial intelligence (AI) interfaces in the context of autonomous vehicles (AVs). It focuses on the gendered effects of social presence, warmth and competence on trust and introduces the moderating role of perceived autonomy as a key factor. Design/methodology/approach A between-subjects experimental design was used (n = 309), using a 360-degree virtual tour simulation with gendered voice assistants. Findings As AVs are perceived as highly autonomous, the impact of gender on social presence intensifies, affecting trust. Female voices enhance social presence, conveying warmth but also perceived competence traits. Notably, competence impacts trust more significantly than warmth. Research limitations/implications The study’s experimental approach might not fully capture real-world interactions with AVs. Future research could benefit from field and longitudinal studies. Practical implications These findings are crucial for AV designers and interface developers. They highlight the importance of considering human-like characteristics such as gender and enhance perceptions of competence in developing highly autonomous AI interfaces. Social implications Addressing gender stereotypes in AV design is vital to ensure inclusivity, to cater for a diverse user base and to give all users a trustworthy experience. Originality/value This study is pioneering in its examination of how gender stereotypes impact trust toward AVs, an area previously unexplored, despite the significant influence gender might have due to the high level of autonomy and traditional car-related stereotypes. It uniquely identifies feminine traits as denoting competence in highly autonomous technologies like AVs, especially where safety is critical. This challenges traditional gender stereotypes and emphasizes the need to rethink attributes associated with competence and trust in AI.
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