Seeing humans in technology: The antecedents, boundaries and consequences of AI anthropomorphism

Anthropomorphism has received substantial attention in research on artificial intelligence (AI) because imbuing AI-driven technologies, such as algorithms, chatbots, and embodied robots, with humanlike qualities can mitigate AI aversion, a major barrier to AI acceptance and adoption. However, anthropomorphism may also weaken advantages associated with their nonhuman nature. This review advances three claims. First, AI anthropomorphism operates at two levels: design-based manipulations that companies can implement to make their technologies more humanlike, and individual tendencies to anthropomorphize those technologies. Second, while anthropomorphized AI may sometimes be evaluated similarly to human agents, people still distinguish AI from humans in many situations. Third, anthropomorphism can produce both positive and negative outcomes depending on the activated schemas and expectations. We conclude by outlining future research on how anthropomorphized AI may reshape our understanding of humanness.