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The article discusses how companies are using AI chatbots to interact with customers. There are concerns about making these chatbots too human-like, as it can affect people's privacy. The study found that adding human-like features to chatbots can positively and negatively affect people's privacy concerns. It also found that personalization and enjoyment affect how people feel about chatbots. The study suggests that companies need to be careful about how human-like they make their chatbots to balance customer experience and privacy concerns.

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This page is a summary of: The AI chatbot anthropomorphism dilemma, Marketing Intelligence & Planning, September 2025, Emerald,
DOI: 10.1108/mip-09-2024-0623.
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