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Human vs. AI influencer marketing on Instagram
Description
In this episode, Dr. Susanna Lee (Boston University) joins me to discuss her Journal of Advertising Research article, Human vs. AI Influencer Marketing on Instagram: The Role of Message Appeals and Perceived Humanness, coauthored by Ah Ram Lee (University of Massachusetts) and Jung Won Chun (Sejong University).
Dr. Lee explains their study's findings that human influencers generally perform better than AI influencers, but AI influencers can be effective when using informational messages rather than transformational stories, and their effectiveness improves as they appear less eerie and more human-like, with social presence being a key factor in authenticity rather than just avoiding the uncanny valley.
Read the full paper here:
https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2593223
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