International Journal For Multidisciplinary Research

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Anthropomorphism in AI-Enabled Banking Chatbots: A Systematic Review and Research Agenda

Author(s) Prof. Anusha M C, Dr. Ashwini S
Country India
Abstract Banking chatbots today are designed to feel more human. They greet customers by name, engage in light conversational exchanges and in some cases are even given their own names or personalities. The logic behind all of this is simple enough: make the chatbot more human-like and customers will trust it more and be more satisfied. This paper tests that idea. It reviews the empirical literature on anthropomorphism in AI-enabled banking and financial services chatbots, drawing on work published between 2007 and 2026 in marketing, human-computer interaction, and information systems. What emerges is a picture more complicated than the industry assumption. Anthropomorphic cues – visual, linguistic and conversational – do tend to increase perceived humanness, and through it, affective trust and satisfaction. But there is a counter-current in the same literature that gets far less attention. In a utilitarian, high-stakes environment such as banking, too much anthropomorphism, or anthropomorphism not supported by genuine competence, can erode perceived reliability and generate frustration or anger, rather than warmth. This paper brings both strands together into a calibration framework that tries to explain when human-like design helps and when it backfires specifically in banking. It concludes with a research agenda tackling four largely unaddressed gaps: longitudinal measurement, context-specific calibration thresholds, differences between voice and text modalities, and the need to revisit older findings given how generative AI has changed what a chatbot is capable of. The review is intended as a focused companion to more general AI-enabled service-quality research, not as a replacement for it.
Keywords Anthropomorphism, Chatbots, Banking, Trust, Customer Satisfaction, Human-Computer Interaction, Systematic Review.
Field Sociology > Banking / Finance
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-06-05
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.87300
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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