While traditional influencers continue to impact consumer preferences, a new type of influencer has emerged: AI influencers. While consumers may know these AI influencers are not real, they can still be persuaded by them.
Researchers at Michigan State University’s Department of Adverting and Public Relations examined what leads consumers to accept AI influencers and how those responses can influence their purchasing decisions.
The researchers found that consumers do not evaluate AI influencers simply as technology. Even when they know an influencer is AI-generated, they also respond to social qualities, including whether they like and trust the influencer or feel understood by them.