Paper Type

Short

Paper Number

PACIS2025-1092

Description

Companies increasingly use anthropomorphic AI, such as digital humans, primarily to deliver product information and enhance customer service experiences. Despite their growing prevalence, a significant gap exists in understanding how these AI agents, which function as marketing agents, influence consumer risk perceptions. This study aims to bridge this gap by employing social presence theory and mind perception theory to investigate consumer risk perception of anthropomorphic AI agents that deliver product information of varying valences. The research findings will offer practical guidance for companies on optimizing the deployment of AI agents. Furthermore, the study will enhance our understanding of AI anthropomorphism by detailing how consumers attribute intentions to AI, which can inform future AI design and ethical guidelines.

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Jul 6th, 12:00 AM

When AI Praises a Product: The Effects of AI Anthropomorphism on Risk Perception

Companies increasingly use anthropomorphic AI, such as digital humans, primarily to deliver product information and enhance customer service experiences. Despite their growing prevalence, a significant gap exists in understanding how these AI agents, which function as marketing agents, influence consumer risk perceptions. This study aims to bridge this gap by employing social presence theory and mind perception theory to investigate consumer risk perception of anthropomorphic AI agents that deliver product information of varying valences. The research findings will offer practical guidance for companies on optimizing the deployment of AI agents. Furthermore, the study will enhance our understanding of AI anthropomorphism by detailing how consumers attribute intentions to AI, which can inform future AI design and ethical guidelines.