Computers with human-like characteristics are often associated with positive attributes such as increased trust and more natural interaction behavior. Language models such as ChatGPT already enable human-like articulation and conversational agents can increasingly engage in natural dialogs. This article examines the further development of such technologies towards embodied conversational agents (ECA) and analyzes the user acceptance of this innovation using the Technology Acceptance Model (TAM) in two empirical studies. The results show positive acceptance of this technology in both Germany and the USA. The younger generation in particular finds interacting with an ECA intuitive, while older users while older users might take a little longer to get familiar with the technology but still rate it positively overall. Although this technology is not currently explicitly expected by a company’s customers, it represents an exciting factor that can be used strategically to differentiate the company from its competitors, particularly in the luxury segment. Potential fields of application lie primarily in consulting, customer service and after-sales, whereby adaptation along the entire customer journey, especially at manufacturers’ online touchpoints, is conceivable. The introduction of this technology is in line with the brand identity of a luxury company and does not negatively affect its image.