Purpose Marketers are increasingly adopting AI chatbots. While AI chatbots serve as initial consumer touchpoints, facilitating human-like interactions and enhancing sales, there are concerns about their effectiveness. One prevalent strategy to enhance their effectiveness is anthropomorphism, which involves embedding AI chatbots with human-like features. However, more research needs to be directed toward understanding the potential effects of anthropomorphizing AI chatbots. Design/methodology/approach The key informant approach is used for data collection. Data were collected using a survey instrument via an online panel from consumers who have recently interacted with AI chatbots. Regression-based analyses have been conducted using SPSS, PROCESS Macro and MEDCURVE Macro. Findings The results indicate that anthropomorphism has a significant U-shaped effect on privacy concerns. We also find that personalization and hedonic value moderate the non-linear association between anthropomorphism and privacy concerns. Finally, we find additional support for the mediated effect of anthropomorphism on disclosure intentions via privacy concerns. Originality/value This study raises concerns about excessively anthropomorphizing AI chatbots and marketers’ reliance on them. The non-linear effect of anthropomorphism on privacy concerns highlights the need for marketers to optimize the level of humanizing their AI chatbots.
Nikolov et al. (Fri,) studied this question.
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