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<p>With the advancement of generative AI technology, conversational AI agents (CAIs) have been widely used and shown great development prospects. However, the service failure of CAIs is common and brings negative effects. Therefore, finding ways to mitigate their impacts is crucial. We examine the influence of CAI anthropomorphism on customer forgiveness within service failure based on attribution theory. Specifically, visual and identity cues reduce customer forgiveness, while emotional cues enhance it. Furthermore, in the emotional pathway, visual and identity cues increase anger, while emotional cues reduce anger, and anger reduces customer forgiveness. In the cognitive pathway, emotional cues reduce internal attribution, auditory cues increase internal attribution, and internal attribution reduces customer forgiveness. Finally, the moderating effect of usage scenarios partially holds between anthropomorphism and anger. This study enriches CAI anthropomorphism research and offers guidance for designing more resilient AI services.</p>

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Would you forgive anthropomorphic conversational AI agents for service failures? Exploring the impact of anthropomorphism on customer forgiveness

  • 期刊论文

  • 发表日期：

    2026年2月24日

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  • Yuguang Xie,
  • Changyong Liang,
  • Peiyu Zhou,
  • Shuping Zhao,
  • Li Jiang

摘要

With the advancement of generative AI technology, conversational AI agents (CAIs) have been widely used and shown great development prospects. However, the service failure of CAIs is common and brings negative effects. Therefore, finding ways to mitigate their impacts is crucial. We examine the influence of CAI anthropomorphism on customer forgiveness within service failure based on attribution theory. Specifically, visual and identity cues reduce customer forgiveness, while emotional cues enhance it. Furthermore, in the emotional pathway, visual and identity cues increase anger, while emotional cues reduce anger, and anger reduces customer forgiveness. In the cognitive pathway, emotional cues reduce internal attribution, auditory cues increase internal attribution, and internal attribution reduces customer forgiveness. Finally, the moderating effect of usage scenarios partially holds between anthropomorphism and anger. This study enriches CAI anthropomorphism research and offers guidance for designing more resilient AI services.