Abstract
Anthropomorphism has been recognised as a factor contributing to trust of technology, particularly in fostering affective trust among users. Utilising Mayer et al.’s integrative model of trust the antecedents of trustworthiness influenced by anthropomorphism are explored. The research employs a qualitative and inductive methodology, utilising the critical incident technique. Data were collected through one-to-one semi-structured in-depth interviews with a purposive sample of 92 customers from the financial services sector in South Africa. Findings indicate an association between anthropomorphism and perceived benevolence. Additionally, some participants raised ethical concerns, suggesting that anthropomorphised agents may lead customers to mistakenly believe they are engaging with human representatives, especially when these agents introduce themselves using human names. This study is practically relevant as financial services institutions (FSIs) by informing the design of AI-driven customer engagement strategies that enhance trust and interaction through tailored chatbot elements, such as language style, avatars, and branding.