Anthropomorphism and transparency interplay on consumer behaviour in generative AI-driven marketing communication

Purpose This study aims to investigate the impact of Generative AI (GAI)-produced marketing communication on consumer trust and behavioural intentions, particularly purchase intention. This study explores how GAI’s anthropomorphism and transparency influence these outcomes. The findings aim to expand existing research and provide actionable guidance for integrating GAI into practical marketing strategies. Design/methodology/approach A sample of 444 participants was recruited through Prolific to complete a survey based on different types of marketing contexts. Then, the dataset created through the survey data is analysed using statistical analysis to test the impact of the anthropomorphism of GAI on consumer behaviour in two marketing communication scenarios: chatbots and promotion advertisements (posters). Findings Anthropomorphism enhances purchase intention directly and indirectly through perceived social presence and trust. Transparency, i.e., the disclosure of AI-generated content, weakens the effect of anthropomorphism on social presence, decreasing the impact as transparency increases. Marketing scenarios (chatbot vs poster) influence the strength of these effects, with chatbots amplifying the mediating role of social presence and trust. However, the overall mediation mechanism linking anthropomorphism to purchase intention through social presence and trust remains stable across different communication scenarios and levels of transparency. Originality/value Few studies have comprehensively explored the impact and mechanisms of GAI on multi-faceted consumer behaviour intentions. This study provides new insights and findings on applying anthropomorphic GAI in marketing communication.