Formation Of Ai Anthropomorphism Structured By The Customer Journey – Towards A Conceptual Framework
Paper Number
ECIS2026-1058
Paper Type
SP
Abstract
Artificial intelligence (AI) is increasingly embedded in modern service encounters. Especially, generative AI often appears almost magical and intentional to users, who may not perceive it ontologically correctly. While prior research views anthropomorphism as a cognitive mechanism and static outcome in the human mind, insights into its formation, considering AI’s technical characteristics, are still missing. To address this gap, I propose a socio-technical lens framing anthropomorphism as a dynamic process shaped by user cognition and triggered by AI’s features “imitating” human behavior. I provide a first conceptual framework integrating human cognitive triggers with AI’s technical characteristics. By applying the customer journey concept as structuring logic, my framework illustrates that anthropomorphism can develop and fluctuate across pre-core, core, and post-core stages. Theoretically, this contributes to a more holistic understanding of anthropomorphism formation. Practically, it highlights that AI should be purposefully designed to align with user needs during their customer journeys.
Recommended Citation
Hansmeier, Philipp, "Formation Of Ai Anthropomorphism Structured By The Customer Journey – Towards A Conceptual Framework" (2026). ECIS 2026 Proceedings. 1.
https://aisel.aisnet.org/ecis2026/ai_anthro/ai_anthro/1
Formation Of Ai Anthropomorphism Structured By The Customer Journey – Towards A Conceptual Framework
Artificial intelligence (AI) is increasingly embedded in modern service encounters. Especially, generative AI often appears almost magical and intentional to users, who may not perceive it ontologically correctly. While prior research views anthropomorphism as a cognitive mechanism and static outcome in the human mind, insights into its formation, considering AI’s technical characteristics, are still missing. To address this gap, I propose a socio-technical lens framing anthropomorphism as a dynamic process shaped by user cognition and triggered by AI’s features “imitating” human behavior. I provide a first conceptual framework integrating human cognitive triggers with AI’s technical characteristics. By applying the customer journey concept as structuring logic, my framework illustrates that anthropomorphism can develop and fluctuate across pre-core, core, and post-core stages. Theoretically, this contributes to a more holistic understanding of anthropomorphism formation. Practically, it highlights that AI should be purposefully designed to align with user needs during their customer journeys.