That uncanny valley of mind
When anthropomorphic AI agents disrupt personalized advertising
Bibliographic Data
| ID | 21498148 |
|---|---|
| Authors | Woojin Kim (0000-0001-5865-4654, University of Colorado Boulder), Yuhosua Ryoo (0000-0001-8153-9320, University of Minnesota, Duluth), Yung Kyun Choi (0000-0002-1207-6876, Dongguk University, corresponding author) |
| Year | 2025 |
| Volume | 44 |
| Issue | 8 |
| Pages | 1684-1713 |
| Publication date | 2025-11-17 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2024.2411669 |
| OpenAlex | W4403416185 |
| Language | EN |
| Citations received | 19 |
| References cited | 99 |
This research, grounded in privacy calculus theory, examines how the anthropomorphization of AI agents affects consumers’ perceptions of privacy risks associated with personalized ads. Specifically, it explores strategies to reduce potential negative impacts. In Study 1, participants expressed concerns that highly anthropomorphized chatbots might possess human-like autonomous intentions to misuse personal data, a phenomenon referred to as the ‘uncanny valley of mind’. In contrast, participants felt more secure, in control, and less concerned about privacy when interacting with a mechanized, less human-like chatbot. To address this backfiring effect, Study 2 explored the role of algorithmic disclosure – where companies provide transparent information about the underlying algorithms, data handling procedures, and personalization criteria. This strategy effectively mitigated privacy concerns, thereby preventing the negative effects associated with highly anthropomorphized AI chatbots. These findings offer valuable insights for marketers utilizing AI chatbots to craft effective, personalized messages based on social media data
Advertising · Aesthetics · Art · Business · Cognitive science · Internet privacy · Uncanny · Uncanny valley · AI in Service Interactions · Blockchain Technology Applications and Security · Computer Science · Ethics and Social Impacts of AI · Neuroscience · Psychology
The more human-like the better? Effect of anthropomorphic level on customer intention to participate in AI service recovery
Rethinking AI Anthropomorphism
The personalization paradox in AI-driven social media advertising
Influencer self-disclosure practices on Instagram
Privacy perceptions of urban and educated Indian Gen Z consumers in Gen AI-driven hyper-personalized advertising
The AI Genie in the Bottle
Designing age-inclusive AI tutors
Social class, public self-awareness, and consumers’ heterogeneous attitude to AI machine anthropomorphism
AI chatbot interventions in combatting marijuana-impaired driving
High hopes, hard falls
The influence of artificial intelligence quality on business-to-business relationships on E-commerce platforms
Evaluating chatbots’ adherence to the integrated model of advice giving
Human vs. Artificial Intelligence
Self-Discrepancy as a Motive for Non-Fungible Token (NFT) Acquisition
How does AI-powered virtual influencer's anthropomorphism impact trust and brand love? The moderating role of opinion leadership
The endorsement effectiveness of virtual influencers in nonprofit fundraising
Examining Consumer Appraisals of Deepfake Advertising and Disclosure
Privacy and Human-AI Relationships
Authenticity, ethics, and transparency in virtual influencer marketing
Algorithms of Oppression
Exploring how consumers cope with online behavioral advertising
"I always assumed that I wasn't really that close to [her]"
Feeling robots and human zombies
When Humanizing Brands Goes Wrong
Accountability in algorithmic decision making
How Much Information?
Interacting with educational chatbots
The Impact of AI on the Advertising Process
Venturing into the uncanny valley of mind—The influence of mind attribution on the acceptance of human-like characters in a virtual reality setting
Dimensions of Mind Perception
Almost human
When We Need A Human
Algorithmic Transparency in the News Media
Understanding anthropomorphism in service provision
On seeing human
Hypocrisy Induction
Machine gaze in online behavioral targeting
Anthropomorphism brings us closer
Online targeted ads
Watson, autonomy and value flexibility
Advertising and privacy
Unique… like everyone else
Privacy concerns about personalized advertising across multiple social media platforms in Japan
Artificial intelligence ecosystems for marketing communications
Using the FCB grid to understand privacy concerns in social media advertising
Smiling AI agents
The impact of materialism and moral identity on post-neutralization behavior in social media environmental campaigns
Trust me, if you can
Chatbot Advertising As a Double-Edged Sword
Advancing Computational Advertising
The Cognitive Bases of Anthropomorphism
To be or not to be algorithm aware
Psychoanalyzing artificial intelligence
Online Privacy Concerns and Privacy Management
The impact of personal dispositions on information sensitivity, privacy concern and trust in disclosing health information online
The effects of the standardized instagram disclosure for micro- and meso-influencers
Blissfully ignorant
Humanizing chatbots
Transparency as Manipulation? Uncovering the Disciplinary Power of Algorithmic Transparency
Too human and not human enough
Overcoming polarization with chatbot news? Investigating the impact of news content containing opposing views on agreement and credibility
Consumer Privacy
Machines and Mindlessness
Bridging the health literacy gap through AI chatbot design
Measurement Instruments for the Anthropomorphism, Animacy, Likeability, Perceived Intelligence, and Perceived Safety of Robots
Mass personalization
The Persuasion Knowledge Model
Anthropomorphized Helpers Undermine Autonomy and Enjoyment in Computer Games
| Citations per year | 19 |
|---|---|
| Citation span | 2025 - 2026 (2) |
| Highly cited | No |