Anthropomorphizing technology: an assessing review and research agenda

Anthropomorphism—the attribution of human-like characteristics to non-human entities— has been widely studied for its influence on user interaction and technology acceptance. However, much of the existing research focuses on functional design elements or surface-level outcomes, resulting in fragmented understanding of how anthropomorphism shapes psychological and behavioral outcomes. As a result, a comprehensive integration and cohesive understanding of its strategic role in technology development, integration, and use remains limited. This assessing review synthesizes Information Systems (IS) research on anthropomorphism to clarify its implications for technology design and adoption. We categorize types of anthropomorphic design stimuli, examine the cognitive mechanisms that trigger anthropomorphic perception, and analyze user responses across a spectrum of perceptual and behavioral outcomes. We also identify key variables that moderate the effectiveness of anthropomorphic design, offering insights into how organizations can strategically leverage or mitigate its effects. Building on these insights, we propose a conceptual framework and research agenda to guide IS scholars and industry leaders in optimizing anthropomorphism for enhanced technology adoption.