Consumer-brand Relationships with AI Anthropomorphic Assistant: Role of Product Usage Barrier, Psychological Distance and Trust

ABSTRACT Human likeness in technology (i.e. AI anthropomorphic assistants) continues to transform and build relationships with consumers today. This study aims to examine the role of product usage barrier, psychological distance, and trust between physical AI anthropomorphic assistants and consumers to build brand relationships in the retail sector. Data was collected through a questionnaire from Indian consumers, and was analyzed, using the AMOS and SPSS PROCESS macro. The findings reveal that both product usage barriers and psychological distance do mediate the relationship between AI anthropomorphic assistants and consumer-brand relationships, while trust plays the role of a moderator. These findings are unique, and could assist retail managers in leveraging AI anthropomorphization of retail brands as part of building effective relationships with their consumers. We believe that the brands stand to benefit when retail managers make AI anthropomorphization an integral part of the retail experience.