Demystifying Computer-Generated Imagery (CGI) Influencers: The Effect of Perceived Anthropomorphism and Social Presence on Brand Outcomes

Computer-generated imagery (CGI) influencers are at the forefront of brand communication trends driven by artificial intelligence (AI). Focusing on Lil Miquela, this study explores the mechanism underlying the CGI influencer’s persuasiveness based on the computers-are-social-actors (CASA) framework. The study examines how consumers’ attitudes toward the influencer’s sponsored posts and the endorsed brands are impacted by her perceived anthropomorphism through mediators of social presence and perceived attractiveness. Based on a survey of generation Z consumers, we found that the CGI influencer’s perceived anthropomorphism effectively enhances her social presence, which in turn boosts her perceived physical and social attractiveness, respectively, to drive consumer evaluation outcomes.