There is a new kind of influencer taking over social media feeds. Perfectly styled, always available, and
never aging, they are not human at all. They are virtual influencers created by artificial intelligence,
designed to look, sound, and behave like real people.
As technology blurs the line between real and digital, one question becomes increasingly relevant: can
an AI-generated personality truly shape consumer behavior? And if so, when does a virtual face
outperform a real one?
The Experiment: Two Influencers, Three Product Types
An online experiment was conducted among 236 Egyptian female Instagram users aged between 18 and 22. Participants were shown promotional posts featuring either a human influencer or an AI influencer, each endorsing one of three product types: a utilitarian product (represented by food), a symbolic product (represented by a Gucci bag), and a stigmatized product (represented by cigarettes).
By comparing reactions to each scenario, the researchers sought to understand when human or AI
influencers are more persuasive, and how authenticity shapes the way audiences respond.
Human Influencers Lead in Everyday Choices
When it came to practical, need-based products such as food, human influencers clearly had the upper
hand. Participants found human endorsements more believable and relevant for daily decisions.
It seems that when the product involves real experience, something you can touch, taste, or use,
authenticity becomes essential. People trust real people to talk about real needs.
A digital influencer, no matter how sophisticated, cannot describe taste or experience. The human
element remains irreplaceable in contexts where sincerity and experience drive persuasion.
AI Influencers Thrive in the Shadows of Stigma
The results shifted when the product was socially sensitive. For stigmatized items like cigarettes,
participants responded more positively to AI influencers than to human ones.
In Egypt, female smoking is still viewed as socially unacceptable. Seeing a real person endorse such a
product can trigger discomfort or judgment. An AI influencer, on the other hand, provides emotional
distance and a sense of neutrality.
The study describes this as part of the darker side of social media, where the absence of human
judgment allows consumers to explore topics or products that might otherwise feel off-limits.
Luxury and Symbolism: A Balanced Ground
For luxury or symbolic products such as designer handbags, the results were neutral. Both human and AI influencers were equally effective. In these cases, participants seemed more focused on the brand and what it represents than on who delivers the message. A Gucci bag, after all, carries its own meaning and prestige.
Still, authenticity mattered. Whether human or digital, influencers who appeared genuine generated
stronger positive responses. Even in the world of luxury and aspiration, trust remains an important
emotional currency.
The Power of Authenticity
Across all categories, authenticity emerged as the strongest force influencing consumer response.
Human influencers were consistently seen as more authentic, which made them more effective for both utilitarian and symbolic products. AI influencers struggled to be perceived as “real,” but found their strength in categories where authenticity mattered less, such as stigmatized products.
The study concluded that authenticity does not just enhance trust; it defines it.
What This Means for Marketers
For marketers and brand managers, the implications are clear. Human influencers are best suited for
products that depend on credibility, experience, or emotional connection. On the other hand, AI
influencers can be effective for products that people may hesitate to engage with publicly, reducing
social judgment. For luxury brands, the key lies in storytelling and building authenticity within even the most polished campaigns.
The most successful marketing strategies will not focus on whether the influencer is human or digital,
but on whether the choice fits the nature of the product and the expectations of the audience.
A Human Touch in a Virtual World
This research reminds us that influence is not only about algorithms, metrics, or aesthetics. It is about
connection.
As influencer marketing evolves, the study highlights that what truly drives engagement and trust is still something deeply human. We may be captivated by flawless digital faces, but when it comes to belief, emotion, and trust, people still look for a heartbeat behind the screen. Even in a virtual world, authenticity remains the most powerful form of influence.
This article is based on the research paper “Contrasting the Efficacy of the Type of Influencer to the Type of Product: The Mediating Effect of Perceived Authenticity,” authored by Wesam Osman Abdelsattar, Hamed Shamma, and Mariam Amr, and published in Global Business Review (2024).
