Why AI influencers work better with a human friend

In the realm of influencer marketing, AI-generated personalities are becoming increasingly prevalent on social media platforms like Instagram. Brands appreciate these synthetic influencers due to their scripted adherence, ageless nature, and lack of scandal potential. However, a significant challenge remains – a lack of trust from the audience.

A recent study conducted by Luca Cascio Rizzo, an assistant professor of marketing, in collaboration with Francisco Villarroel Ordenes and Jonah Berger, sheds light on a solution to this issue: pairing AI influencers with real humans in their posts.

Through an analysis of approximately 10,000 Instagram posts from 28 AI influencers and controlled experiments, Cascio Rizzo and his team discovered that posts featuring the AI influencer in social interactions with a real person garnered about 21% more engagement compared to those where the influencer appeared alone. This boost in engagement can be attributed to a phenomenon called anthropomorphism, where the perception of a genuine social connection with the AI influencer makes it seem more human and trustworthy.

Psychologically, this effect is rooted in the storytelling tradition of making fictional characters feel real through their interactions with humans. For example, in the film "Her," Joaquin Phoenix's character falls for an AI voice assistant through their intimate exchanges, leading the audience to perceive her as genuinely human. Similarly, when AI influencers appear to interact meaningfully with real individuals, they become more human-like and trustworthy in the eyes of the audience.

However, the trust-building effect hinges on the authenticity and meaningfulness of the human-AI interaction. A person standing in the background of a photo or an AI influencer interacting with another AI character does not elicit the same response. The key is a genuine social exchange between the synthetic influencer and a real human – a clear signal of a real social connection.

Interestingly, the effectiveness of this strategy varies depending on the AI influencer's appearance. Highly realistic avatars already appear sufficiently human, so the addition of a human companion adds little to the trust-building process. On the other hand, for stylized, obviously computer-generated characters that audiences tend to distrust, a human connection proves most effective in bridging the trust gap.

The findings of this study have significant implications for marketers operating in the rapidly growing AI influencer market, projected to exceed $110 billion by 2033. Despite only about 15% of consumers expressing trust in these digital personalities, only a paltry 15% of AI influencer posts currently showcase them interacting with real people. This simple and cost-effective trust-building tool is currently being overlooked by many brands.

In conclusion, the research underscores the importance of human-AI interaction in shaping the perceived humanness, trustworthiness, and persuasiveness of AI influencers. While these synthetic personalities may never truly be trustworthy, the study suggests that a social connection can endow them with a human-like credibility, even if they have never personally used the promoted products or faced any consequences for their endorsements.

As synthetic media continues to move from novelty to mainstream marketing channels, understanding the factors that make artificial personalities appear trustworthy becomes increasingly crucial for marketers navigating this evolving landscape.