Beyond Automation: The Impact of Anthropomorphic Generative Ai on Conversational Marketing
Khalil Israfilzade · Vytautas Magnus University · 2023
The evolution of conversational marketing has been significantly impacted by Generative AI and anthropomorphic design. This study provides an inclusive review of the literature on the integration of Generative AI and anthropomorphic design in conversational marketing. Initially, the paper explores the concept of anthropomorphism and its psychological drivers, highlighting its role in enhancing the user experience by fostering a sense of familiarity. The incorporation of Generative AI in this paradigm has led to the creation of conversational agents capable of generating human-like, contextually accurate responses, thus transforming the marketing automation landscape. The research investigates the implications of anthropomorphic Generative AI on customer engagement and marketing efficacy. It emphasises the potential benefits, mainly improved user interaction and satisfaction, along with the potential challenges. At the end of this review, it highlights the need for a balanced approach to anthropomorphism in conversational marketing. The paper proposes that conversational agents' design and capabilities must align harmoniously with user expectations to mitigate user dissonance or perceived deception. Given the critical insights drawn from the literature, the paper ends with a research proposal focusing on exploring effective strategies to harmonise user expectations and the capabilities of anthropomorphic conversational agents. This proposed research will provide practical insights for marketers, developers, and researchers looking to navigate the challenges at the intersection of anthropomorphism, Generative AI, and conversational marketing.