Researchers at the University of Kansas conducted a study in which they gauged respondents' attitudes about COVID-19 vaccines. They then showed them media content designed to lead to feelings of anger or embarrassment. They found people preferred discussing vaccines with an AI chatbot when they felt embarrassed, but preferred talking to a human when they were angry. The study, which used eye-tracking technology, helps illustrate that health communicators and marketers should take care to use tech like AI in a way that people like to most effectively reach people, researchers argue.