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Anthropomorphic design in AI Recommendation: Heterogeneous effects of big five personality traits

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  • Niu, Wanshu
  • Huang, Liqiang
  • Tan, Yahe

Abstract

This study investigates the impact of varying levels of AI anthropomorphism on individuals with different Big Five personality traits in the context of product recommendations. Drawing on the Big Five personality model, we elaborated on the interactive effects of AI anthropomorphic design, i.e., the non-, low-, high-anthropomorphized AI and user personality traits on users’ interests to interact with AI. Our experimental findings reveal that users with high extraversion, high agreeableness, high conscientiousness, or high openness are more interested in interact with low-level anthropomorphic AI than non-anthropomorphic AI, but show no difference in interaction interests with low- and high-level anthropomorphic AI. In contrast, users with low extraversion, low agreeableness, relatively low conscientiousness, relatively low openness, or high neuroticism showed no difference in interaction interests with non- and low-level anthropomorphic AI, while tend to interact more with high-level anthropomorphic AI than low-level anthropomorphic AI. Moreover, the higher the AI anthropomorphized, the more the users with low neuroticism are interested in future interaction with AI. Users with extremely low conscientiousness or extremely low openness prefer highly anthropomorphic or non-anthropomorphic AI over low-anthropomorphic AI. This paper enriches theoretical insights into the literature on anthropomorphic AI design and Big Five personality traits, and provides practical guidelines for personalized AI recommender design.

Suggested Citation

  • Niu, Wanshu & Huang, Liqiang & Tan, Yahe, 2025. "Anthropomorphic design in AI Recommendation: Heterogeneous effects of big five personality traits," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    • Handle: RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925002279
    DOI: 10.1016/j.jretconser.2025.104448
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