The Use of AI in Social Media

Influencer marketing has emerged as a powerful communication approach for brands on social networks. The advent of artificial intelligence (AI) in this domain has given birth to a new kind of endorser: the virtual influencer (VI). These computer-generated characters can resemble real people to varying degrees and behave in ways that closely reflect those of real-life influencers. While academic literature has started to explore the benefits and drawbacks of collaborating with these new forms of brand endorsers, some issues remain overlooked. Drawing on Uncanny Valley Theory, which suggests that hyperrealistic virtual agents may provoke discomfort or aversion in consumers, this study examines the perception of anthropomorphism in VIs. The study examines how differences in anthropomorphism influence consumers’ intention to follow a purchase recommendation, comparing the persuasive effects of highly humanized VIs with those that display lower levels of human resemblance. Overall, the results suggest that consumers are more inclined to purchase a product when the recommendation originates from a VI that looks more human-like. This effect is particularly evident among younger consumers, who tend to be more open to and familiar with virtual entities. Consequently, the results seem to contradict the idea of a negative “uncanniness” effect associated with the excessive humanization of VIs. Building on this evidence, the study also suggests strategies for brands looking to collaborate effectively with VIs on social media platforms.