This paper concludes that both human and AI-generated endorsers in advertising campaigns offer unique advantages and can be effective depending on the context. Human endorsers tend to foster emotional connections, authenticity, and trust, while AI-generated endorsers excel in personalization and tailoring content to consumer preferences. Rather than viewing them as competitors, the paper suggests that these two approaches should be seen as complementary. Future research is encouraged to explore the best ways to combine human and AI endorsers for enhanced advertising outcomes, considering different demographic segments and product types.
See the full paper here: https://journal.uhamka.ac.id/index.php/agregat/article/view/12491