What does this research mean for the field?

Chatbots designed as Brand Agents significantly influence brand equity and consumer relationships by embodying a corporation's personality and values. Novelty: ClaimNovelty.NOVEL_FINDING. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

The research aims to investigate the transition from traditional chatbots to autonomous AI brand agents and their effects on consumer interactions.

March 2, 2026Open Access

Chatbots as Brand Agents: The Evolution of Conversational Identity in the AI Era

Key Points

The research aims to investigate the transition from traditional chatbots to autonomous AI brand agents and their effects on consumer interactions.
Analyzed market trends related to chatbot use and brand interactions.
Explored psychological theories of anthropomorphism in AI.
Investigated agentic behavior's influence on brand equity and consumer perception.
Findings indicate that AI chatbots can enhance brand identity through personality design.
The study highlights the importance of developing chatbots that reflect corporate values.
Ethical implications of AI in consumer relationships are discussed, stressing the need for responsible design.

Abstract

Abstract This research explores the paradigm shift from functional, rule-based chatbots to "Brand Agents"—autonomous AI entities that embody a corporation’s personality, values, and mission. As we move through 2026, the primary interface between consumer and corporation is no longer a static website or a human representative, but a generative AI agent. This paper investigates the psychological impact of anthropomorphism in AI, the role of agentic behavior in building brand equity, and the ethical considerations of AI-driven consumer relationships. By analyzing current market trends and consumer behavior theories, the study concludes that a chatbot’s "personality design" is now as critical to brand health as traditional visual identity. Key words: Chatbots, AI, Brand

Chatbots as Brand Agents: The Evolution of Conversational Identity in the AI Era

Key Points

Abstract

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