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.

• WooJin Kim(University of Illinois at Urbana-Champaign, USA)
• Yuhosua Ryoo(Southern Illinois University, USA)
• Yung Kyun Choi(Dongguk University, Republic of Korea)