Exploring the Interplay of Generative AI and Anthropomorphism in Conversational Marketing: Creating Matrix

The study investigates the complex link between Generative Artificial Intelligence and Anthropomorphism in the context of Conversational Marketing. Through a comprehensive literature review, the study tracks the evolution of Conversational Marketing, highlighting the transformative role of Generative Artificial Intelligence and the significance of anthropomorphism in enhancing user experiences. Therefore, the current study's developed matrix reveals the impact of varied degrees of Generative Artificial Intelligence and Anthropomorphism on Conversational Marketing. Nevertheless, the synthesis of Generative Artificial Intelligence and Anthropomorphism offers vast potential in Conversational Marketing, but striking a balance between the two is crucial for optimal user experience and effective marketing strategies.