Augmented Reality Digital Assistants (ARDAs) : examining the role of anthropomorphism

McLean, Graeme and Marriott, Hannah and Barhorst, Jennifer (2023) Augmented Reality Digital Assistants (ARDAs) : examining the role of anthropomorphism. In: 48th Academy of Marketing Science (AMS) Annual Conference 2023, 2023-05-17 - 2023-05-19, Hilton New Orleans Riverside.

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The role of Augmented Reality (AR) has expanded dramatically across contexts in recent years, with the rise of AR games (e.g., Pokémon Go), AR shopping (e.g., IKEA app) and AR social media (e.g., Snapchat), and product demonstrations (e.g., Toyota and Hyundai). AR is slowly becoming a part of everyday life, from us-ing filters on social media to being an educational tool, and is ex-pected to continue to grow. In 2021, the mobile AR market was worth approximately 12.45bn USD and is expected to reach over 36bn USD by 2026 (Alsop, 2022). Alongside AR, Digital Assistants (DAs) have also developed at a considerable rate, with an expected eight billion digital voice assistants being used globally by 2024 (Thormundsson, 2022). DAs can be categorised into two fundamen-tal streams, being (1) voice assistants (VAs) and (2) chatbots.