Exploring the frontier of anthropomorphism in AI agents: Trends and way forward
By deploying human‐like qualities to non‐human entities, anthropomorphism offers users an interactive, cognitive, affective, and social experience. Emerging applications of conversational AI with a blend of anthropomorphism are changing the way businesses interact with customers. To take the field f...
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Published in | Business and society review (1974) Vol. 130; no. 1; pp. 42 - 80 |
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Main Authors | , , , |
Format | Journal Article |
Language | English |
Published |
Hoboken
Blackwell Publishing Ltd
01.03.2025
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Subjects | |
Online Access | Get full text |
ISSN | 0045-3609 1467-8594 |
DOI | 10.1111/basr.70002 |
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Abstract | By deploying human‐like qualities to non‐human entities, anthropomorphism offers users an interactive, cognitive, affective, and social experience. Emerging applications of conversational AI with a blend of anthropomorphism are changing the way businesses interact with customers. To take the field forward, this paper emphasizes the importance of anthropomorphism in AI agents and advocates for the need to systematize, integrate, and categorize existing efforts through a systematic literature review. The authors employ the SPAR‐4‐SLR protocol, which enables the investigation of a vast array of peer‐reviewed journal articles. Our study focuses on articles published over 23 years, from 2000 to 2023, ensuring a comprehensive and up‐to‐date understanding of the subject matter. By meticulously analyzing 302 diverse documents, this study unveils the rapid emergence of anthropomorphism in AI. The authors additionally identify six pivotal knowledge clusters that shed light on the phenomenon: human interaction with anthropomorphic AI agents, technology acceptance toward anthropomorphic AI, anthropomorphism in customer service, anthropomorphism in AI‐social companions, applications of anthropomorphism, and anthropomorphic AI for interactive marketing. The current review stimulates academicians and scholars to explore uncharted territories and develop novel theoretical frameworks encompassing anthropomorphism in marketing by posing intriguing and thought‐provoking questions. |
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AbstractList | By deploying human‐like qualities to non‐human entities, anthropomorphism offers users an interactive, cognitive, affective, and social experience. Emerging applications of conversational AI with a blend of anthropomorphism are changing the way businesses interact with customers. To take the field forward, this paper emphasizes the importance of anthropomorphism in AI agents and advocates for the need to systematize, integrate, and categorize existing efforts through a systematic literature review. The authors employ the SPAR‐4‐SLR protocol, which enables the investigation of a vast array of peer‐reviewed journal articles. Our study focuses on articles published over 23 years, from 2000 to 2023, ensuring a comprehensive and up‐to‐date understanding of the subject matter. By meticulously analyzing 302 diverse documents, this study unveils the rapid emergence of anthropomorphism in AI. The authors additionally identify six pivotal knowledge clusters that shed light on the phenomenon: human interaction with anthropomorphic AI agents, technology acceptance toward anthropomorphic AI, anthropomorphism in customer service, anthropomorphism in AI‐social companions, applications of anthropomorphism, and anthropomorphic AI for interactive marketing. The current review stimulates academicians and scholars to explore uncharted territories and develop novel theoretical frameworks encompassing anthropomorphism in marketing by posing intriguing and thought‐provoking questions. |
Author | Chaturvedi, Rijul Srivastava, Vartika Khot, Shailesh Sampat Verma, Sanjeev |
Author_xml | – sequence: 1 givenname: Rijul orcidid: 0000-0001-7431-1096 surname: Chaturvedi fullname: Chaturvedi, Rijul email: rijul.chaturvedi.2020@iimmumbai.ac.in organization: Indian Institute of Management – sequence: 2 givenname: Sanjeev surname: Verma fullname: Verma, Sanjeev organization: Indian Institute of Management – sequence: 3 givenname: Vartika surname: Srivastava fullname: Srivastava, Vartika organization: Indian Institute of Management – sequence: 4 givenname: Shailesh Sampat surname: Khot fullname: Khot, Shailesh Sampat organization: Indian Institute of Management |
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Snippet | By deploying human‐like qualities to non‐human entities, anthropomorphism offers users an interactive, cognitive, affective, and social experience. Emerging... |
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SubjectTerms | AI social companions Anthropomorphism Artificial intelligence chatbot Consumers Conversation conversational agent customer experience human likeness Literature reviews Marketing personalization personification Social acceptance Systematic review Trends uncanny valley |
Title | Exploring the frontier of anthropomorphism in AI agents: Trends and way forward |
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