Marketers are increasingly adopting AI chatbots. While AI chatbots serve as initial consumer touchpoints, facilitating human-like interactions and enhancing sales, there are concerns about their effectiveness. One prevalent strategy to enhance their effectiveness is anthropomorphism, which involves embedding AI chatbots with human-like features. However, more research needs to be directed toward understanding the potential effects of anthropomorphizing AI chatbots.
The key informant approach is used for data collection. Data were collected using a survey instrument via an online panel from consumers who have recently interacted with AI chatbots. Regression-based analyses have been conducted using SPSS, PROCESS Macro and MEDCURVE Macro.
The results indicate that anthropomorphism has a significant U-shaped effect on privacy concerns. We also find that personalization and hedonic value moderate the non-linear association between anthropomorphism and privacy concerns. Finally, we find additional support for the mediated effect of anthropomorphism on disclosure intentions via privacy concerns.
This study raises concerns about excessively anthropomorphizing AI chatbots and marketers’ reliance on them. The non-linear effect of anthropomorphism on privacy concerns highlights the need for marketers to optimize the level of humanizing their AI chatbots.
