Humanizing generative AI Brands: How brand anthropomorphism converts customers into brand heroes

The recent surge in research on generative artificial intelligence (GenAI) can be attributed to the unparalleled success of ChatGPT. This success has fueled the development of new GenAI applications that are rapidly transforming the business landscape. Academic research largely focuses on exploring how GenAI can be utilized to enhance the effectiveness of business processes and everyday life of consumers. However, limited attention has been paid to understanding how GenAI brands can sustain their business in this highly dynamic and fiercely competitive GenAI market. To fill this gap, the present study investigated the role of brand anthropomorphism attributes in influencing brand respect and brand heroes. A sample of 315 consumers of GenAI applications was recruited from two countries: the United States of America (n = 167) and the United Kingdom (n = 148). Psychometric properties were validated via confirmatory factor analysis, and hypotheses were tested using PLS-SEM with SmartPLS 4.0. In addition, the present study conducted an importance-performance map analysis to complement the structural analysis. Findings revealed that moral virtue, cognitive experience and appearance attributes of brand anthropomorphism enhance brand respect. Whereas moral virtue, appearance and conscious emotionality attributes of brand anthropomorphism positively influence brand hero. Respondents’ age significantly moderates some of the proposed relationships while gender does not exhibit a significant influence. Theoretical contributions and managerial implications are also discussed.