Enterprise AI Analysis

Anthropomorphic AI and Consumer Skepticism: A Behavioral Study of Trust and Adoption in Fragile Economies

This study examines the psychological mechanisms through which anthropomorphic artificial intelligence (AI) relates to consumer adoption intentions in fragile, low-trust economies. Integrating the Stimulus–Organism-Response framework with the Computers Are Social Actors paradigm, Institutional Trust Theory, and Privacy Calculus Theory, we investigate how human-like AI design shapes cognitive and affective responses within Sierra Leone's banking sector. Using survey data from 277 banking customers and partial least squares structural equation modeling, we find that AI anthropomorphism exhibits no direct association with adoption intention (β = −0.013, p = 0.760). Instead, its influence is entirely indirect-transmitted in parallel through perceived social presence (β = 0.144, 95% CI [0.062, 0.226]) and trust in the AI system (β = 0.139, 95% CI [0.068, 0.210]). Critically, customer skepticism—shaped by institutional fragility—functions as a boundary condition that substantially attenuates both pathways: among highly skeptical users (+1 SD), anthropomorphism's conditional effect on social presence becomes non-significant (β = 0.098, p = 0.124) compared to low-skepticism users (β = 0.412, p < 0.001), while its effect on trust is reduced by more than half (β = 0.118 vs. 0.284). These findings identify a critical boundary condition on human-like AI design: in low-trust environments, anthropomorphism operates not as a standalone adoption driver but as a relational amplifier whose efficacy depends on foundational trust and is substantially weakened when skepticism is high. The study challenges universalist assumptions in human-AI interaction research and underscores the need for institutionally sensitive design approaches in fragile economies.