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• Service robots (SRs) in retail is an emerging topic for both scholars and practitioners.

• Most of the studies are performed in the field using observational methods.

• To date, there is a lack of using uniform frameworks in order to fully understand customer–robot interactions.

• The dark side of robots in retail is still an underexplored area.

Service robots (SRs) in retail is an emerging topic for both scholars and practitioners.

Most of the studies are performed in the field using observational methods.

To date, there is a lack of using uniform frameworks in order to fully understand customer–robot interactions.

The dark side of robots in retail is still an underexplored area.

The main objective of this chapter is broadening the understanding of anthropomorphic artificial intelligence (AI) (e.g. avatars, humanoid robots, chatbots) in both physical and digital environments. The chapter strives to demonstrate how organisations can curate relationship marketing and enhance customer experience by employing anthropomorphic AI. To achieve this, the chapter extends existing understanding in three ways. First, it explains the interconnectivity between relationship marketing and customer experience. Second, it presents anthropomorphic AI along with its different characteristics and technologies. Third, it offers some real-life uses cases and examples of such AI drawing from practical insights into five selected industries. Overall, the chapter provides some food of thoughts concerning the successful application and deployment of anthropomorphic AI in marketing practices.

Anthropomorphism in Artificial Intelligence (AI)-powered devices is being used increasingly frequently in consumer-facing situations (e.g., AI Assistants such as Alexa, virtual agents in websites, call/chat bots, etc.), and therefore, it is essential to understand anthropomorphism in AI both to understand consequences for consumers and to optimize firms' product development and marketing. Extant literature is fragmented across several domains and is limited in the marketing domain. In this review, we aim to bring together the insights from different fields and develop a parsimonious conceptual framework to guide future research in fields of marketing and consumer behavior.

We conduct a review of empirical articles published until November 2021 in Financial Times Top 50 (FT50) journals as well as in 41 additional journals selected across several disciplinary domains: computer science, robotics, psychology, marketing, and consumer behavior.

Based on literature review and synthesis, we propose a three-step guiding framework for future research and practice on AI anthropomorphism.

Our proposed conceptual framework informs marketing and consumer behavior domains with findings accumulated in other research domains, offers important directions for future research, and provides a parsimonious guide for marketing managers to optimally utilize anthropomorphism in AI to the benefit of both firms and consumers.

We contribute to the emerging literature on anthropomorphism in AI in three ways. First, we expedite the information flow between disciplines by integrating insights from different fields of inquiry. Second, based on our synthesis of literature, we offer a conceptual framework to organize the outcomes of AI anthropomorphism in a tidy and concise manner. Third, based on our review and conceptual framework, we offer key directions to guide future research endeavors.

Purpose – The purpose of this chapter is to conduct a critical literature review that examines the origins and development of research on service robots in organizations, as well as the key emotional and cognitive issues between service employees, customers, and robots. This review provides a foundation for future research that leverages the emotional connection between service robots and humans.

Design/Methodology/Approach – A critical literature review that examines robotics, artificial intelligence, emotions, approach/avoid behavior, and cognitive biases is conducted.

Findings – This research provides six key themes that emerge from the current state of research in the field of service robotics with 14 accompanying research questions forming the basis of a research agenda. The themes presented are as follows: Theme 1: Employees have a forgotten “dual role”; Theme 2: The influence of groups is neglected; Theme 3: Opposing emotions lead to uncertain outcomes; Theme 4: We know how robots influence engagement, but not experience; Theme 5: Trust is necessary but poorly understood; and Theme 6: Bias is contagious: if the human mind is irrational…so too are robot minds.

Practical Implications – Practically, this research provides guidance for researchers and practitioners alike regarding the current state of research, gaps, and future directions. Importantly for practitioners, it sheds light on themes in the use of AI and robotics in services, highlighting opportunities to consider the dual role of the employee, examines how incorporating a service robot influences all levels of the organization, addresses motivational conflicts for employees and customers, explores how service robots influence the whole customer experience and how trust is formed, and how we are (often inadvertently) creating biased robots.

The relationship between robots and spirituality in the workplace is an interesting and evolving area of research that could provide important insights into the role of technology in promoting human well-being and personal growth. Robots are becoming increasingly common in the workplace and their functions in the business world are increasing. The use of robots in the workplace can affect people's spiritual values. Spiritual values such as being successful in their work, providing a sense of purpose and satisfaction, and feeling valued and important are important. The use of robots in the workplace may cause some people to take over many of the tasks that their jobs once did. In this case, employees may feel that their work no longer makes sense and may experience a loss of motivation. The fact that robots don't need the skills and experience of humans can make people feel inadequate in their jobs. However, the use of robots in the workplace can also support people's spiritual values. When robots work with humans, they have responsibilities such as interacting with them, showing empathy, respecting coworkers, and treating humans appropriately. This is important for people's mental and emotional health in the workplace. This approach will help people in the workplace work successfully and happily with robots. The use of robots in the workplace raises moral and ethical questions. In this section, research on the production of artificial intelligence-equipped robots and other intelligent technological machines and their use in organizations is evaluated within the framework of spirituality.

Purpose: The research investigates the presence of technology ideologies in consumer discourse on tourism and hospitality robots.

Design/methodology/approach: Using a netnographic approach, the research involved immersion in online discourses and collection of consumer posts from a variety of social media platforms. Data was subjected to a thematic analysis informed by the technology ideology framework described in the literature review.

Findings: Online consumer narratives about tourism and hospitality robots are dynamic and varied and reveal a multitude of technology ideology-related positions. The research confirms the applicability of the technology ideology framework to online discourses on service robots and finds that anthropomorphism triggers additional concerns.

Research implications: The findings suggest that future research on the acceptance and use of service robots should go beyond psychological concepts.

Practical implications: Without uncovering and understanding technology sensemaking processes with respect to service robots, the introduction of service robots in hospitality and tourism might trigger consumer resistance or lead to inferior service experiences.

Social implications: The research suggests that sensemaking of technology, specifically service robots, is complex and colored by pertinent ideologies. Policies and regulations regarding service robot adoption and implementation should consider these various positions.

Originality/value: The paper introduces technology sensemaking and technology ideology as important theoretical frameworks to understand consumer perceptions, attitudes, uses and relationships in regard to service robots in hospitality and tourism contexts.

This article reviews the quantitative marketing literature on artificial intelligence (AI) through an economics lens. We apply the framework in Prediction Machines: The Simple Economics of Artificial Intelligence to systematically categorize 96 research papers on AI in marketing academia into five levels of impact, which are prediction, decision, tool, strategy, and society. For each paper, we further identify each individual component of a task, the research question, the AI model used, and the broad decision type. Overall, we find there are fewer marketing papers focusing on strategy and society, and accordingly, we discuss future research opportunities in those areas.

With the pandemic and digital developments, digital transformation has begun in Human Resources Management (HRM). Applications such as robotic applications, information technology, IIoT, Industry 4.0 have led to a decrease in the need for human resources (HR) and an increase in the need for skilled workers. Along with this need, new-collar, digital-collar, cyber-collar, and metal-collar employee types have been added to the distinction between blue-collar and white-collar. To adapt to Industry 4.0 and to survive the pandemic process, businesses have also met the digitalization process very quickly and almost unpreparedly. In this context, the HRM of the businesses has started to experience digital transformation. With the digitalization of HR processes, digital conflicts have also emerged. Conflict management problems arising from digital transformation and the pandemic process, health problems, and cyber-attacks due to remote working have become one of the most important problems of the digital age. In this chapter, the issue of digital conflicts in HRM is discussed. In this context, first of all, the concept of digital conflict is included. Then, Industry 4.0, information technology and HR, the impact of information systems on digitalization and HR, digital transformation in HRM, opportunities, and threats arising from digitalization, and HR conflict management problems in the COVID-19 pandemic, collar change of employees during the pandemic, possible problems that may arise after the pandemic, future predictions, and strategic principles are mentioned.

Artificial intelligence (AI) is shifting the way of how customers interact with organisations by blending both physical and digital environments, thereby creating a new paradigm of customer-organisation relationship. The new relationship boundary driven by AI principally challenges as well as creates opportunities for relationship marketing theories and practices. The main objective of this chapter is to present a framework named ‘physical-digital space’ to demonstrate how AI can merge the physical and digital world. To broaden the understanding, this chapter uses the lens of customer experience in relationship marketing. The framework extends the existing understanding and provides managerial implications on how an organisation can develop strategies so that a customer consciously or subconsciously develops a positive relationship with the organisation.