Chery Auto’s humanoid robot “Mornine,” unveiled in Shanghai, is redefining global car dealerships—offering AI-driven service, multilingual sales pitches, and sparking fresh debate over the ethics of empathy simulation.
At a Glance
- Chery revealed Mornine, a humanoid robot, at the 2025 Shanghai Auto Show.
- Mornine is already operational in Kuala Lumpur and 220 dealerships globally.
- It provides interactive showroom tours, speaks multiple languages, and serves refreshments.
- Experts warn of ethical issues around “simulated empathy” in sales interactions.
- Chery envisions Mornine expanding beyond auto retail into malls, cinemas, and eldercare.
Welcome to the Robo-Showroom
At this year’s Shanghai Auto Show, Chery Automotive pulled back the curtain on Mornine—a humanoid robot designed to transform how customers experience car shopping. Marketed as an “Intelligent Sales Consultant,” Mornine doesn’t just greet visitors; it walks them through vehicle specifications, guides showroom tours, and even serves refreshments—all while fluently conversing in several languages.
Already deployed in cities like Kuala Lumpur and across 220 showrooms globally, Mornine represents Chery’s bid to counter dealership labor shortages and streamline the sales experience with AI precision. Built on embodied artificial intelligence, the robot reads customer behavior, fuses CRM insights with real-time analytics, and tailors interactions to maximize engagement and conversion.
Watch a report: Mornine at Shanghai Auto Show.
Digital Charm or Deceptive Empathy?
Mornine’s lifelike engagement has drawn applause—but also concern. While tech-savvy shoppers enjoy the novelty, ethicists caution against AI mimicking emotional cues. “Simulated empathy risks manipulation,” warned Dr. Kate Crawford of USC. This is especially pressing as Mornine adapts its tone and demeanor based on customer sentiment, potentially influencing buying decisions through perceived emotional intelligence.
The shift toward robotic sales staff echoes broader automation trends. Ford CEO Jim Farley notably quipped, “If we can’t hire enough humans, we’ll build them.” As digital agents infiltrate retail, questions of authenticity, consent, and manipulation will likely dominate future debates.
Beyond Cars: Mornine’s Expanding Role
Chery isn’t stopping at showrooms. The company anticipates placing Mornine in shopping malls, entertainment venues, and even eldercare facilities—banking on its versatility and appeal to younger, tech-immersed consumers. This signals a potential paradigm shift across industries where service, sales, and emotional labor intersect.
For now, Mornine stands as both marvel and mirror—reflecting society’s accelerating reliance on intelligent automation and raising critical questions about where we draw the line between convenience and authenticity. As Chery leans into this futuristic frontier, the world watches: are humanoid robots the next evolution of customer service—or the beginning of a deeper ethical crossroads?
