Purpose The use of artificial intelligence (AI) assistants, chatbots and anthropomorphised robots to provide personalised user experience instead of employees has transformed the way some businesses operate in both directions. The question whether anthropomorphised robots can bridge the gap between human–AI interactions has to be addressed. This study aims to develop a taxonomy that can synthesise the knowledge on AI anthropomorphism, offer fruitful areas that require further explorations to uncover its enigmatic consequences and behavioural outcomes and provide an understanding for how AI anthropomorphism is perceived by consumers in the context of marketing. Design/methodology/approach A qualitative approach was adopted to discover the obscure idea of anthropomorphism and understand its consequences on the overall customer’s experience. A total of 18 semi-structured interviews were conducted. Findings The results revealed that anthropomorphised robots look like humans; however, they are still emotionless. Unlike previous studies, gender of the robot providing the banking service showed no importance to consumers. They offer great satisfaction when it comes to repetitive and routine tasks with less wait-time. The service type performed affects how consumers perceive anthropomorphised AI as consumers prefer human interactions in case of escalations. Well-developed AI increases customer’s satisfaction, retention and intention to adopt it. The potential dark side is that the feeling of “parasocial interaction” causes creepiness and a high level of personalisation that leads to vulnerability. This study helps both academicians and practitioners to understand the requirements for developing robotics that enhance the customer’s experience. Originality/value The current study contributes to the emerging literature of AI anthropomorphism due to cross-cultural differences. In addition, it provides a conceptual framework that can be considered in future research directions.
Mordi et al. (2025) studied this question.