Citation

Wan Ruslan, Wan Nur Syaheera and Ab. Aziz, Kamarulzaman (2026) Brand Anthropomorphism in Generative AI-Augmented Social Commerce: A Systematic Literature Review. In: Intelligent Governance in the Big Data Era. Springer Nature Link, pp. 269-280. ISBN 978-3-032-14697-7, 978-3-032-14698-4

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Abstract

Generative Artificial Intelligence (Gen AI), introduces cutting-edge technologies that mimic human-like functions, fostering human traits in AI systems. By aiding in content creation, Gen AI aligns with the shift from Industrial Revolution (IR) 4.0 to IR 5.0, emphasizing social responsibility through enhanced Human–Computer Interaction (HCI). The collaboration between human expertise and intelligent machines drives demand for personalized solutions, significantly enhancing consumer satisfaction. Next, the transition from e-commerce to social commerce further bridges this evolution into IR 5.0, offering tailored experiences. The rise of AI-powered tools in social commerce has fuelled AI-augmented social commerce, providing strategic opportunities through brand anthropomorphism, where human characteristics are attributed to AI platforms. These advancements reshape consumer perceptions and satisfaction by improving service quality, particularly for social media natives who are hyper users of social commerce in general and Malaysia, specifically. This study conducts a Systematic Literature Review (SLR) of research from 2015 to 2025, exploring how brand anthropomorphism in Gen AI-augmented social commerce impacts consumer satisfaction. Following the PRISMA 2020 guidelines, this review offers an in-depth analysis and provides actionable recommendations for optimizing AI-augmented social commerce.

Item Type:	Book Section
Uncontrolled Keywords:	Social commerce, Generative artificial intelligence, Brand anthropomorphism
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD30.2 Electronic data processing. Information technology. Including artificial intelligence and knowledge management
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	04 Jun 2026 08:17
Last Modified:	08 Jun 2026 07:59
URII:	http://shdl.mmu.edu.my/id/eprint/15944

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