Brands using AI-generated influencers in marketing may damage consumer trust, a study by Northeastern University revealed. The research indicated that brands are more likely to harm their reputation by using AI influencers, instead of human influencers, in marketing.
The report, which had a focus on the metaverse, asked 255 people on where they would place blame for a faulty product marketed by an AI influencer.
The study found that if a customer is unhappy with a product, they are more likely to lose trust for a brand if they were marketed to by an AI influencer compared to a human influencer or model.
AI influencers are held to a different standard to their human counterparts. If a human influencer promotes a faulty product, or says incorrect information, it can be attributed to “human error,” researchers say.
The study was conducted by Sian Joel-Edgar, associate professor in human-centred computing at the Massachusetts-based university. In the paper titled Virtual influencers in social media versus the metaverse: mind perception, blame judgments, and brand trust, she discusses the emergence of these digital personalities in the marketing space.
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One prominent, fully artificial internet personality is Miquela Silvia. Known more widely as “Lil Miquela,” she has been the face of major brands such as Prada and L’Oreal.
With over 3.4 million followers on TikTok, Lil Miquela garnered attention for her humanlike beauty. She is operated by American technology startup Brud.
But as influencers like Lil Miquela lack the “agency and experience” of human creators, as explained in the research, brands must be cautious when using AI influencers in their marketing.
The researchers suggest closely monitoring what the virtual influencers are saying, and having contingency plans in the case of negative publicity.
Additionally, Joel-Edgar presents this study as an introduction to the ethics surrounding AI influencers. Brands can establish better trust by being transparent about the fact that something is artificially generated, and that these creators hold unique limitations.
“Organisations must recognise their accountability for the actions of AI-powered virtual influencers, as those directly affect brand trust.” the paper explains.
“Selecting virtual influencers should involve not only their ability to attract followers but also a careful evaluation of potential risks to brand reputation.”
