As AI-generated influencers become an increasingly common feature in marketing strategies, doubts persist regarding their efficacy in driving consumer engagement and purchases. A recent informal survey by CNA TODAY, which polled around 75 individuals under the age of 35, indicated that a significant majority—approximately 80 percent—are skeptical about trusting products, services, or brands promoted by AI influencers.
For many participants, the core issue lies in the credibility and relatability of these artificial personas. Samantha Lim, a 27-year-old healthcare professional, expressed that AI influencers would not sway her purchasing decisions. “People tend to follow influencers who reflect your personal values, life experience, and socio-economic status,” she noted, emphasizing that these are qualities AI-generated figures inherently lack.
Brenda Chan, a 26-year-old communication specialist, echoed these sentiments, stating she would be hesitant to buy products endorsed by AI influencers due to concerns over the credibility of the recommendations. “If an AI model appeared in sponsored apparel, I’d question whether the fit and details shown were truthful or merely virtually generated,” she explained. Chan would only consider products promoted by AI influencers if they were corroborated by positive reviews from real customers, pointing to a clear distinction in trust levels based on product type.
Chan highlighted that she might be more inclined to purchase lower-cost items such as clothing and cosmetics through AI endorsements, but she would remain cautious regarding health-related items like supplements or experience-driven products like travel vouchers. This sentiment aligns with emerging research indicating that while consumers may be open to trusting AI influencers for low-stakes purchases, their hesitance grows for anything related to personal experiences.
Mimrah Mahmood, vice-president of media, social, and consumer intelligence at Meltwater Asia-Pacific, observed that certain sectors experience significantly higher engagement rates with AI influencers compared to their human counterparts, particularly in “product-heavy” categories such as cameras, drones, and smartphones. This observation is supported by findings from Associate Professor Donny Soh at the Singapore Institute of Technology, who referred to a 2024 study from the University of Zaragoza in Spain. The study indicated that AI or virtual influencers tend to perform better with utilitarian products, valued for their technical or functional characteristics, while human influencers are generally more effective for emotionally driven or experience-based items such as wellness, fashion, travel, and lifestyle products.
Interestingly, the same study revealed no significant differences in conversion rates or purchase intent between AI and human influencers, suggesting that while consumers may engage with AI-generated content, this does not necessarily translate into sales. Adam Furness, Asia-Pacific and Japan managing director at the partnership management platform Impact.com, cautioned against assuming that heightened engagement equates to tangible business results. “When there’s something new, there’s always a bit of a spike,” he noted, referencing the novelty effect surrounding AI influencers. “People will ask, ‘Is this really interesting? I want to check it out and have a look at it.’ Brands are eager to get involved, but higher views or engagement do not automatically lead to real business outcomes.”
Furness further emphasized the distinction between generating views and actual product sales, stating, “They can be really creative with it. But are they actually selling products, or just generating headlines and building public relations? Getting eyeballs is one thing; converting them is another.” As brands explore the potential of AI influencers, the ongoing challenge will be to bridge the gap between consumer engagement and actual sales, raising important questions about the future role of AI in marketing.
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