The main objective of this chapter is broadening the understanding of anthropomorphic artificial intelligence (AI) (e.g. avatars, humanoid robots, chatbots) in both physical and digital environments. The chapter strives to demonstrate how organisations can curate relationship marketing and enhance customer experience by employing anthropomorphic AI. To achieve this, the chapter extends existing understanding in three ways. First, it explains the interconnectivity between relationship marketing and customer experience. Second, it presents anthropomorphic AI along with its different characteristics and technologies. Third, it offers some real-life uses cases and examples of such AI drawing from practical insights into five selected industries. Overall, the chapter provides some food of thoughts concerning the successful application and deployment of anthropomorphic AI in marketing practices.