Designing cute AI streamers: a multi-modal approach to shape AI-powered streamer effectiveness in livestreaming commerce

Purpose Although artificial intelligence (AI) streamers offer promising solutions to the limitation of human streamers, effectively designing them to create emotional connections with consumers remains challenging. This study addresses a literature gap by extending Kindchenschema theory, which has primarily been studied in static product design, to the dynamic and multi-modal domain of AI streamer design in livestreaming commerce. Design/methodology/approach This research investigates how cute AI streamers influence consumer behavior whilst livestreaming commerce using three experimental studies. Data were collected through online experiments with diverse consumer samples and analyzed using the PROCESS macro for SPSS to test the mediating and moderating effects with bootstrap confidence intervals. Findings Study 1 demonstrates that the cuteness of AI streamers enhances purchase intentions. Study 2 tests the main effects of cuteness on purchase intentions through the parallel mediating effects of delight and perceived friendliness. Study 3 examines the moderating role of the autotelic need for touch, revealing that the effect of cuteness on purchase intentions is stronger for consumers with a high need for touch. Originality/value This research extends Kindchenschema theory to dynamic AI interactions and develops a multi-modal framework for cuteness design. The findings provide actionable guidance for companies creating interactive AI streamers in the realm of digital commerce, suggesting adaptable cuteness strategies that can be tailored according to service context and product categories to enhance purchasing decisions in digital marketing settings.