<![CDATA[This study aims to determine the effect of anthropomorphic Generative AI chatbots on customer experience through the perspectives of language style and recommendations. The research method used is a quantitative approach with a survey technique. The research sample consists of students from the Office Administration Education Study Program at Surabaya State University from the 2022-2024 batch who have used Generative AI chatbots. Data analysis was conducted using Structural Equation Modeling–Generalized Structured Component Analysis (SEM-GSCA). The results of the study indicate that anthropomorphic Generative AI chatbots have a significant effect on language style and recommendations, as well as a positive effect on customer experience. In addition, language style and recommendations were also found to have a significant effect on customer experience.]]>
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