Beauty and the Bot: Perceptions of Human and AI Fitness Influencers on Instagram

The growing popularity of fitness influencers on Instagram has created a competitive space where human and AI-generated influencers vie for user engagement. This study examines how agent type (human vs. AI), gender, and age influence perceptions of interpersonal attraction, credibility, and social presence. Using a 2 × 2 × 2 experimental design, 161 participants rated mock Instagram posts from influencers across these categories. Results showed that human influencers were rated significantly higher in social attraction, credibility, and social presence than AI influencers. Younger influencers were perceived as more physically attractive, while older influencers scored higher in character and social presence. Regardless of agent type, female influencers were rated higher in physical attraction. These findings highlight persistent demographic biases and a strong preference for human connection in digital fitness spaces, offering key insights for brands, marketers, and influencer strategy.