AI Influencers in Advertising: The Role of AI Influencer-Related Attributes in Shaping Consumer Attitudes, Consumer Trust, and Perceived Influencer–Product Fit

Abstract

The purpose of this research is to develop an artificial intelligence (AI) influencer attributes scale (AIAS), which consists of key measures of AI influencers’ perceived attributes, as well as to unveil the relationship between each attribute and consumers’ acceptance of AI influencers as product/brand endorsers. Given the two properties of AI influencers (i.e., consumers perceive AI influencers as having humanlike personas, consumers perceive AI influencers as products of new technology), we reviewed literature on anthropomorphism and technology acceptance. Guided by previous literature and through a mixed-methods approach (i.e., machine learning, qualitative analysis, and survey), we identified seven key attributes of AI influencers (i.e., anthropomorphism, artificiality, attractiveness, luminary, quality, trendiness, and robophobia). Results indicated that six of these key attributes (i.e., anthropomorphism, attractiveness, luminary, quality, trendiness, and robophobia) significantly affected consumers’ acceptance of AI influencers as product/brand endorsers.