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Anthropomorphism in AI-enabled technology: A literature review

Author

Listed:
  • Mengjun Li

    (City University of Hong Kong)

  • Ayoung Suh

    (Business School, Sungkyunkwan University)

Abstract

Research advances in artificial intelligence (AI) capabilities have resulted in intelligent and humanlike AI-enabled technology (AIET). The concept of anthropomorphism—the attribution of human characteristics to nonhuman beings or entities—has received increasing attention from academia and industries. However, research on anthropomorphism in the AIET context is relatively new and fragmented, with limited efforts to evaluate current research or consolidate existing knowledge. To bridge this gap, this descriptive literature review of 55 studies seeks to identify research trends, AIET types, theoretical foundations, and methods. The study also analyzes how anthropomorphism has been conceptualized and operationalized in the AIET context, and the thematic analysis identifies research gaps and suggests future explorations. The proposed conceptual framework for exploring the interplay of anthropomorphism with its antecedents and consequences provides a nomological network for future research.

Suggested Citation

  • Mengjun Li & Ayoung Suh, 2022. "Anthropomorphism in AI-enabled technology: A literature review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2245-2275, December.
    • Handle: RePEc:spr:elmark:v:32:y:2022:i:4:d:10.1007_s12525-022-00591-7
    DOI: 10.1007/s12525-022-00591-7
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    Cited by:

    1. Hermann, Erik & Puntoni, Stefano, 2024. "Artificial intelligence and consumer behavior: From predictive to generative AI," Journal of Business Research, Elsevier, vol. 180(C).
    2. Rainer Alt, 2022. "Electronic Markets on AI and standardization," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 1795-1805, December.
    3. Tom Lewandowski & Emir Kučević & Stephan Leible & Mathis Poser & Tilo Böhmann, 2023. "Enhancing conversational agents for successful operation: A multi-perspective evaluation approach for continuous improvement," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-20, December.

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    More about this item

    Keywords

    Anthropomorphism; Artificial intelligence; AI-enabled technology; Literature review;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General
    • O39 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Other

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