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This technological innovation is reshaping digital interactions between companies and consumers, offering a more personalized and efficient experience. This study explores the influence of chatbot anthropomorphism on customer engagement and purchasing decision-making with brands that use this artificial intelligence service. Data from a questionnaire with 1319 participants was analyzed using partial least squares method. Chatbot anthropomorphism has a more positive influence on purchasing decision-making when this relationship is mediated by customer engagement. In turn, customer involvement also has a positive influence on decision-making. The results emphasize that for a greater influence of the chatbot's anthropomorphism on purchasing decision-making, the customer must first be engaged with the chatbot. This research illuminates a new path in the domain of AI-enabled brand interactions, showing the distinct influence of anthropomorphism in chatbots on customer satisfaction, trust and loyalty, thus revolutionizing traditional paradigms of consumer-brand engagement and decision-making processes. By exploring the intricate dynamics between customer engagement with anthropomorphized chatbots and purchasing decisions, this study breaks new ground, offering unprecedented insight into the transformative potential of human-like chatbot interactions in shaping consumer behavior and brand relationships.<\/jats:p>","DOI":"10.1186\/s43093-025-00423-y","type":"journal-article","created":{"date-parts":[[2025,1,15]],"date-time":"2025-01-15T03:18:53Z","timestamp":1736911133000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":27,"title":["Anthropomorphism in artificial intelligence: a game-changer for brand marketing"],"prefix":"10.1186","volume":"11","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-0326-0655","authenticated-orcid":false,"given":"Sofia","family":"Gomes","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2968-4026","authenticated-orcid":false,"given":"Jo\u00e3o M.","family":"Lopes","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7155-1713","authenticated-orcid":false,"given":"Elisabete","family":"Nogueira","sequence":"additional","affiliation":[]}],"member":"297","published-online":{"date-parts":[[2025,1,15]]},"reference":[{"key":"423_CR1","doi-asserted-by":"publisher","first-page":"14","DOI":"10.1016\/j.jbusres.2020.04.030","volume":"115","author":"B Sheehan","year":"2020","unstructured":"Sheehan B, Jin HS, Gottlieb U (2020) Customer service chatbots: anthropomorphism and adoption. 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