An authentic human-like figure: the success keys of AI fashion influencer

Considering the advantages of using AI influencers compared to human influencers, fashion marketers increasingly using AI influencers to promote their products. Hence, continuous research is needed to ensure the effectiveness of AI influencers in promoting fashion products. Through an online survey, 343 valid responses were collected from fashion consumers. The research revealed the importance of perceived homophily and perceived authenticity as the characters of AI influencer. Specifically, perceived homophily promotes the intention to follow AI influencer recommendations as can be explained by the perception of anthropomorphism among social media users. Additionally, the findings reveal that the perception of AI influencer authenticity moderates the relationship between homophily and the intention to follow AI influencer recommendations through anthropomorphism.