Algorithmic anthropomorphism and AI moral standing: The moderating role of mortality salience

Previous studies indicate that AI's appearance enhances its moral standing, but the role of algorithmic anthropomorphism (how it talks) remains unknown. According to Terror Management Theory, human moral concern toward AI is not always immutable and may be shaped by the presence of mortality salience. We investigated the effect of algorithmic anthropomorphism on AI moral standing, as well as the moderating role of mortality salience, through two experiments. Chinese college students answered questions online regarding functional AI and social AI. Algorithmic anthropomorphism significantly promoted the moral standing of both functional AI and social AI. Mortality salience played differentiated moderating roles, reversing the positive impact of algorithmic anthropomorphism on functional AI moral standing and enhancing it on social AI moral standing. The findings expand the research on AI ethics and Terror Management Theory, contributing to a better understanding of AI moral standing and mortality reminders.