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Artificial intelligence (AI) applications are observed in different industries including the services, where the impressive changing pace is boosted by the technological advances in AI. The use of AI in the daily work of individuals and in shaping the relationship between firms and customers has resulted in increased efficiency and a higher degree of fascination in interaction. There are, however, customers' fears related to the use of AI. Therefore, understanding how AI affects customer trust is worth investigating. This study focuses on the AI applications and their impact on communication quality and customer trust. The features of AI applications investigated in this study include anthropomorphism, empathy response and interaction. A model was first empirically validated through Confirmatory Factor Analysis and tested using Covariance‐Based Structural Equation Modelling. Data were then collected from a survey of …