Value of Co-creation and AI Services: Role of Perceived Anthropomorphism

Abstract

This study investigates the influence of AI services on perceived anthropomorphism in relation to value co-creation and the intention to adopt AI. It develops and validates a conceptual model by examining the mediating role of customer ability readiness and the moderating effect of trust in artificial intelligence. A total of 420 valid responses were collected through a cross-sectional online survey distributed to customers employed in the FMCG sector in Pakistan. The data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both direct and interaction effects. The results demonstrate that perceived anthropomorphism has a significant positive effect on customer ability readiness. Furthermore, customer ability readiness mediates the relationship between perceived anthropomorphism and both value co-creation and intention to adopt AI. The findings also confirm that trust in artificial intelligence significantly moderates the effect of customer ability readiness on value co-creation and AI adoption intentions. The study was limited by its reliance on cross-sectional survey data and a geographically specific sample. Future research may employ qualitative methods, larger datasets, or mixed-method approaches to improve generalisability and uncover additional aspects of customer readiness, such as motivation and role clarity. This research extends media richness theory by illustrating how anthropomorphic cues in AI services influence customer cognition, emotional response, and behavioral engagement through enriched communication. The proposed framework deepens the understanding of consumer readiness in AI-driven environments. The study offers actionable insights for practitioners on designing anthropomorphic AI interfaces and strengthening customer trust to enhance engagement and AI adoption. A validated measurement scale for AI services is also provided to support future strategic applications. This research is among the first to integrate perceived anthropomorphism,   ability readiness, trust in AI, value co-creation, and adoption intention into a unified model. It contributes to both AI service research and customer engagement literature by offering new empirical and theoretical perspectives.