Artificial Intelligence with a Human Touch: A SPAR-4-SLR on AI Anthropomorphism in Consumer and Business Research

DOI

10.2991/978-94-6463-872-1_67How to use a DOI?

Keywords

Artificial Intelligence; Anthropomorphism; Chatbots; Consumer Behaviour; Technology; Human-Computer Interaction

Abstract

The objective of this investigation is to conduct an overarching literature review that examines the effect of “Artificial Intelligence (AI) Anthropomorphism” on consumer behaviour, with particular emphasis on the fields of “business management and accounting”. This paper strives to examine the authors’ worldwide contributions to this particular field and their affiliations. This paper endeavours to address four Review Questions (RQ1 - RQ4), specifically the present circumstance of AI Anthropomorphism in the context of only the “business management and accounting” subject. In the existing literature, the most frequently used keywords, the most relevant contributors in the field from the perspective of authors, countries, and institutions, and primarily to pinpoint the future directions for the development of AI Anthropomorphism. The study has implemented the SPAR-4-SLR framework, with a specific emphasis on Scopus-indexed journals that were published between 2019 and 2025, a period of precisely 5.3 years. This study comprises 515 initial documents, which were subsequently filtered using SPAR-4-SLR protocols and criteria, resulting in 152 documents. The data analysis and visualisation of these documents were conducted using bibliometric tools, including R, Biblioshiny, VOSviewer, and Microsoft Excel. The discovery indicates that the extant literature review is overpowered by advanced countries such as the United States of America and China, as evidenced by the significant increase in interest in this subject from two publications in 2019 to 152 by early 2025. As AI continues to develop, the anthropomorphism component will continue to expand, as will the scope of research.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Stalin Geo Saji
AU  - Upasana Gupta
PY  - 2025
DA  - 2025/11/04
TI  - Artificial Intelligence with a Human Touch: A SPAR-4-SLR on AI Anthropomorphism in Consumer and Business Research
BT  - Proceedings of the 2nd International Conference on Sustainable Business Practices and Innovative Models (ICSBPIM-2025)
PB  - Atlantis Press
SP  - 1090
EP  - 1114
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-872-1_67
DO  - 10.2991/978-94-6463-872-1_67
ID  - Saji2025
ER  -