Abstract
Although research on the use of artificial intelligence (AI) in marketing has been ongoing for the last two decades, the literature needs to be more comprehensive regarding how anthropomorphic AI influences customer motivations and outcomes across the customer journey. To address this gap, our systematic review of 150 studies aims to understand how anthropomorphic AI can impact customer experiences across three stages: pre-purchase, purchase, and post-purchase. We introduce the anthropomorphic AI-customer journey framework and reveal the key touchpoints where anthropomorphic AI can influence distinct customer motivations, decisions, and outcomes. We also identify five contemporary AI-marketing research themes, including (i) AI Anthropomorphism Paradox, (ii) Social Proof, Word of Machine & Relationship, (iii) Virtual Consumption Goals and AI adoption, (iv) Frictionless Transactions and Dehumanization, (v) Sustainability through AI-Collaboration. Finally, we suggest future research and innovative ways to examine emergent policy issues, including AI ethics and AI creepiness.