The expansion of Artificial Intelligence-enabled Technology (AIET) has transformed the ways marketers reach, connect, and engage with their customers. This technological breakthrough has moved beyond just automating tasks to offering personalized and emotionally intelligent experiences for customers. This chapter investigates diverse interpretations of artificial intelligence (AI) and anthropomorphism within the marketing domain. It seeks to systematically integrate disparate research areas and theoretical models that explain how human-like traits in AI technologies affect interactions between brands and consumers. This chapter offers a thorough overview of anthropomorphism’s changing role in shaping emotional bonds, consumer actions, and brand approaches in a marketing landscape increasingly powered by AI.