KOREASCHOLAR

WHEN HUMAN LOOK-ALIKES PUT US ON EDGE: AI ANTHROPOMORPHISM NEGATIVELY IMPACTS SELF-DISCLOSURE

WooJin Kim, Yuhosua Ryoo, Yung Kyun Choi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422112
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.125-129
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study suggests that using AI chatbots with highly human-like characteristics could reduce the effectiveness of personalized AI chatbot advertising because they will likely worsen consumer concerns about privacy. Conversely, using AI chatbot with less human-like characteristics will not heighten consumer privacy concerns, thereby increasing the impact of personalized AI advertising.

Keyword
AI ChatbotsAnthropomorphismPersonalized AdvertisingPrivacy Concerns
Author
  • WooJin Kim(University of Illinois at Urbana-Champaign, USA)
  • Yuhosua Ryoo(Southern Illinois University, USA)
  • Yung Kyun Choi(Dongguk University, Republic of Korea)