Research on AI Anthropomorphism Interaction in the Marketing Field: Overview and Prospect

The rapid development of artificial intelligence technology is driving transformation and breakthroughs in the field of marketing, empowering the digitalization of enterprise marketing operations. The anthropomorphism interaction of artificial intelligence has a significant impact on consumers' acceptance and psychological perception. Although existing research has explored the factors influencing the effectiveness of AI anthropomorphism from various perspectives such as AI image, consumer perception, and service scenarios, there has not been a systematic summary and integration of the influencing framework. This lack of systematic guidance is hindering the digital transformation of enterprises' marketing efforts. As such, this article summarizes the influencing factors involved in existing research, integrates the framework affecting the effectiveness of AI anthropomorphism interaction, and elucidates how AI image, product attributes, consumer characteristics, and interaction scenarios impact the interaction effect, as well as the outcomes of human-machine interaction in marketing operations. Furthermore, it proposes future research emphasis. This study integrates a framework for researching the factors influencing the effects of anthropomorphic interaction of artificial intelligence from three aspects: the image of artificial intelligence, the interaction object and the interaction scene. On the one hand, this paper helps to promote in-depth research on AI and consumer interaction in marketing field. On the other hand, this paper provides references and lessons for enterprises that want to carry out digital and intelligent transformation.