Anthropomorphic Artificial Intelligence Drives Consumer Behavior: Comprehensive Literature Review and Research Agenda
Satinder Kumar, Ruchika Jain, Aradhana Sharma · Journal of Internet Commerce · 2025
Anthropomorphism in Artificial Intelligence (AI) is gaining increasing scholarly attention due to its influence on consumer behavior. It provides companies with critical insights into how human-like features in AI enhance trust, emotional connection, and purchase decisions. This Systematic Literature Review (SLR) synthesizes findings from 75 SCOPUS-indexed journal articles published between 2019 and June 2024 in ABDC A*, A, and B journals spanning Social Sciences, Business, Management, Accounting, and Arts and Humanities. Using the SPAR-4 protocol and the TCM-ADO (Theory, Context, Methodology; Antecedents, Decisions, and Outcomes) framework, study develops an integrated understanding and outlines future research directions. A notable gap identified is the limited exploration of how anthropomorphic cues, like facial expressions, voice tone, and gestures, interact with factors such as product category and consumer traits to shape behavior. Furthermore, excessive anthropomorphism may cause discomfort and distrust; more research and ethical focus are needed to guide responsible future AI design.