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Sarah Gibbons

Sarah Gibbons, Vice President at Nielsen Norman Group, is a design leader and UX strategist who has worked with startups and Fortune 500 companies. Her pioneering research in design thinking and service design has set industry standards. Sarah, an alumna of North Carolina State University, previously contributed to IBM Watson AI software and design education.

    The 4 Degrees of Anthropomorphism of Generative AI

    • Artificial Intelligence, Direct Observation Research, Generative AI

    Users attribute human-like qualities to chatbots, anthropomorphizing the AI in four distinct ways — from basic courtesy to seeing AI as companions.

    Article by Sarah Gibbons
    IDEAS IN BRIEF
    The 4 Degrees of Anthropomorphism of Generative AI
    • The article delves into a qualitative usability study of ChatGPT, uncovering degrees of AI anthropomorphism in user behaviors.
    • The authors identify four levels — Courtesy, Reinforcement, Roleplay, and Companionship — providing insights into how users interact with and perceive generative AI.

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    8 min read

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