AI anthropomorphism and its effect on users' self-congruence and self–AI integration: A theoretical framework and research agenda

This paper examines how users of anthropomorphised artificially intelligent (AI) agents, which possess capabilities to mimic humanlike behaviour, relate psychologically such agents in terms their self-concept. The proposed conceptual framework specifies different levels anthropomorphism AI and, drawing on insights from psychology, marketing and human–computer interaction literature, establishes a link between self-congruence. then explains this can lead self–AI integration, novel concept that articulates the process integrating into However, these effects depend range moderating factors, as consumer traits, situational self-construal social exclusion. Crucially, processes specific personal-, group- societal-level consequences, emotional connection digital dementia. research agenda basis identifies key areas interest should be tackled by future concerning important phenomenon.