With rapid competition detected in recent years, the role of artificial intelligence (AI) is undeniable with regards to shaping customers’ trust and perception towards the brand. Anthropomorphism (i.e., the cognition that an entity possesses human characteristics) takes high credit of attention in AI and marketing literature due to its role in provoking customers towards different behaviours and perceptions of the encountered technologies. This literature review investigates the intricate nexus between AI, customers and brands, focusing on the pivotal dimensions of anthropomorphism and brand trust. Uncovering how consumers interact with the digital existence of the brand entities when they are perceived with human traits, emotions, and intentions. Moreover, this review seeks to unravel the mechanisms of investigation adopted in previous literature to explore new research gaps. A total number of 24 articles from web of science were included in the analysis. PRISMA protocol, CAQDA approach, and VOS viewer bibliometric analysis were used to comprehensively address the research results. Beyond a comprehensive synthesis of knowledge, the research identifies gaps and emerging trends, contributing to the theoretical foundations of customer-brand relationships and offering practical insights for contemporary brand management in terms of AI embedded technologies.