Anthropomorphism in artificial intelligence: A game-changer for brand marketing

Date

2025-01-15

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Publisher

Springer
Language
English

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Abstract

The expansion of brands adopting artificial intelligence services with human characteristics, such as chatbots, has rev- olutionized digital marketing strategies, transforming how companies reach and engage customers. This technologi- cal innovation is reshaping digital interactions between companies and consumers, offering a more personalized and efficient experience. This study explores the influence of chatbot anthropomorphism on customer engagement and purchasing decision-making with brands that use this artificial intelligence service. Data from a questionnaire with 1319 participants was analyzed using partial least squares method. Chatbot anthropomorphism has a more positive influence on purchasing decision-making when this relationship is mediated by customer engagement. In turn, customer involvement also has a positive influence on decision-making. The results emphasize that for a greater influence of the chatbot’s anthropomorphism on purchasing decision-making, the customer must first be engaged with the chatbot. This research illuminates a new path in the domain of AI-enabled brand interactions, showing the distinct influence of anthropomorphism in chatbots on customer satisfaction, trust and loyalty, thus revolutioniz- ing traditional paradigms of consumer-brand engagement and decision-making processes. By exploring the intricate dynamics between customer engagement with anthropomorphized chatbots and purchasing decisions, this study breaks new ground, offering unprecedented insight into the transformative potential of human-like chatbot interac- tions in shaping consumer behavior and brand relationships.

Keywords

Artificial intelligence, Anthropomorphism, Chatbot, Customer engagement, Customer decision-making

Document Type

Journal article

Citation

Gomes, S., Lopes, J.M. & Nogueira, E. (2025). Anthropomorphism in artificial intelligence: a game-changer for brand marketing. Future Business Journal, 11, article number 2, 1-15. https://doi.org/10.1186/s43093-025-00423-y. Repositório Institucional UPT. https://hdl.handle.net/11328/6088

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Open Access

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