Technologies are transforming the boundaries of shopping, creating new experiences for consumers. Some technologies, such as voice-activated assistants, incorporate human characteristics, such as the ability to respond emphatically. These characteristics challenge the boundaries of knowledge by introducing the concept of anthropomorphism.
Anthropomorphism is the attribution of human characteristics, emotions, or intentions to non-human entities. This is evident in the design of voice-activated assistants, which are designed to respond in a manner that is perceived as human.