Artificial Intelligence (AI) -Powered Persuasion
The recent emergence of artificial intelligence (AI) influencers has catapulted them into the spotlight, holding the potential to significantly impact the landscape of social media advertising. As their popularity continues to soar, AI influencer marketing is poised to shape the future of digital advertising. Nevertheless, limited empirical research has delved into the effectiveness of AI influencers in comparison to their human counterparts. In order to gain insights into this burgeoning trend of AI influencer marketing, we delve into how consumers respond to AI-driven persuasion, taking into account a variety of factors within the realm of marketing communication. Our analysis is guided by the overarching framework of anthropomorphism, mind perception, and persuasion knowledge.