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Marketing with anthropomorphised AI: insights from consumers

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Titel: Marketing with anthropomorphised AI: insights from consumers
Autoren: Charles, Vincent, Rana, Nripendra P., Jain, Varsha
Quelle: Charles, V, Rana, N P & Jain, V 2025, 'Marketing with anthropomorphised AI: insights from consumers', Journal of Consumer Marketing, vol. 42, no. 4, pp. 410-415. https://doi.org/10.1108/JCM-03-2025-7704
Verlagsinformationen: Emerald, 2025.
Publikationsjahr: 2025
Schlagwörter: name=Artificial Intelligence, Consumer Engagement with AI, AI-Generated Influencers, Artificial Intelligence, name=Marketing, Anthropomorphised AI, AI Chatbots, AI Transparency and Ethics, name=Strategy and Management, name=SDG 9 - Industry, Innovation, and Infrastructure, name=SDG 12 - Responsible Consumption and Production, Human-AI Interaction
Beschreibung: Recent advancements in artificial intelligence (AI) have transformed marketing by integrating anthropomorphic AI into consumer interactions, reshaping engagement, trust, and decision-making processes. This special issue explores the theoretical and practical implications of AI-driven anthropomorphism in digital marketing, customer service and brand management. The papers in this issue examine key themes, including AI-generated influencers and consumer engagement, AI chatbots and customer experience, AI transparency and consumer behaviour, and the ethical and cross-cultural risks of AI anthropomorphism. Specifically, the studies investigate how anthropomorphic AI influences trust, emotional attachment, parasocial relationships and purchasing behaviour, while also addressing concerns surrounding transparency, authenticity and consumer perception. This special issue advances scholarly discourse on AI’s role in consumer interactions and provides a future research agenda, highlighting the need for longitudinal studies, trust dynamics in AI interactions and regulatory frameworks for responsible AI deployment in marketing.
Publikationsart: Article
Dateibeschreibung: application/pdf
Sprache: English
ISSN: 2052-1200
0736-3761
DOI: 10.1108/jcm-03-2025-7704
Zugangs-URL: https://pure.qub.ac.uk/en/publications/2979992d-3578-407c-abae-4de51cd8a088
Rights: Emerald Insight Site Policies
CC BY
Dokumentencode: edsair.doi.dedup.....0bf4b37ec0722f6573fa56d24a927196
Datenbank: OpenAIRE
Beschreibung
Abstract:Recent advancements in artificial intelligence (AI) have transformed marketing by integrating anthropomorphic AI into consumer interactions, reshaping engagement, trust, and decision-making processes. This special issue explores the theoretical and practical implications of AI-driven anthropomorphism in digital marketing, customer service and brand management. The papers in this issue examine key themes, including AI-generated influencers and consumer engagement, AI chatbots and customer experience, AI transparency and consumer behaviour, and the ethical and cross-cultural risks of AI anthropomorphism. Specifically, the studies investigate how anthropomorphic AI influences trust, emotional attachment, parasocial relationships and purchasing behaviour, while also addressing concerns surrounding transparency, authenticity and consumer perception. This special issue advances scholarly discourse on AI’s role in consumer interactions and provides a future research agenda, highlighting the need for longitudinal studies, trust dynamics in AI interactions and regulatory frameworks for responsible AI deployment in marketing.
ISSN:20521200
07363761
DOI:10.1108/jcm-03-2025-7704