Chatbots as Brand Agents: The Evolution of Conversational Identity in the AI Era

Abstract This research explores the paradigm shift from functional, rule-based chatbots to "Brand Agents"—autonomous AI entities that embody a corporation’s personality, values, and mission. As we move through 2026, the primary interface between consumer and corporation is no longer a static website or a human representative, but a generative AI agent. This paper investigates the psychological impact of anthropomorphism in AI, the role of agentic behavior in building brand equity, and the ethical considerations of AI-driven consumer relationships. By analyzing current market trends and consumer behavior theories, the study concludes that a chatbot’s "personality design" is now as critical to brand health as traditional visual identity. Key words: Chatbots, AI, Brand