Abstract:

The study aims to compare the affective reactions of the audience towards AI influencer and human influencer advertising of brands and to provide insights and recommendations for marketers on the use of AI influencers vs human influencers in advertising.

As a first step a preliminary semantic analysis of the social media (Instagram) posts was done for the comparison of advertisements using Python programming language. In the steps In-depth interviews will be conducted and results will be triangulated.

The findings from the preliminary analysis imply that AI influencers can function in a manner that is fundamentally comparable to that of human influencers. The findings revealed no significant distinctions in terms of following or liking between the AI models-based ads and human models-based ads. This might suggest that consumers are as willing to follow an influencer who uses AI or a human being.

The study will be helpful in knowing the usefulness of the type of influencer for different products. It will also be possible to make an automated system to assess the engagement level and affective reactions of ads on audiences. The study highlights the importance of a new trend i.e AI influencer models in the field of advertisement.

Although AI influencer marketing is a novel and creative idea, its potential value for brands is still unknown. The study is one of the very few studies conducted so far in the area of AI influencer models.

Please choose your submission type: Developmental Paper

Primary Track: Marketing and Retail

Keywords: Consumer behaviour and psychology,Digital and social,Marketing communications

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Dr. Abida Ellahi