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Marketing with anthropomorphised AI: insights from consumers

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Název: Marketing with anthropomorphised AI: insights from consumers
Autoři: Charles, Vincent, Rana, Nripendra P., Jain, Varsha
Zdroj: 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
Informace o vydavateli: Emerald, 2025.
Rok vydání: 2025
Témata: 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
Popis: 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.
Druh dokumentu: Article
Popis souboru: application/pdf
Jazyk: English
ISSN: 2052-1200
0736-3761
DOI: 10.1108/jcm-03-2025-7704
Přístupová URL adresa: https://pure.qub.ac.uk/en/publications/2979992d-3578-407c-abae-4de51cd8a088
Rights: Emerald Insight Site Policies
CC BY
Přístupové číslo: edsair.doi.dedup.....0bf4b37ec0722f6573fa56d24a927196
Databáze: OpenAIRE
Popis
Abstrakt: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