I feel no empathy toward AI: the effects of AI vs human spokespersons on advertisement effectiveness

Purpose This study investigates the effectiveness of artificial intelligence (AI)-generated spokespersons in advertising compared to human counterparts, addressing a critical gap in marketing research as generative AI becomes more prevalent. Design/methodology/approach We conducted three experimental studies to examine hypotheses related to consumer responses toward AI versus human spokespersons. Findings The results reveal that AI-generated spokespersons are less effective than human spokespersons in advertisements, countering assumptions about AI’s potential impact in marketing contexts. Using construal-level theory, we demonstrate that AI-generated spokespersons create a greater psychological distance from consumers, reducing empathy and ultimately decreasing advertisement effectiveness across for-profit and non-profit contexts. Furthermore, when AI spokespersons exhibit high anthropomorphic cues, the negative effect on advertisement effectiveness diminishes. Originality/value This research extends construal-level theory to AI–human interactions, offering valuable insights into the strategic use of AI-generated spokespersons in advertising. The findings inform marketing practitioners and scholars about optimizing advertisement strategies in a growing era of generative AI technologies.