A Northeastern University study warns brands using virtual influencers, like Lil Miquela, could face increased reputational damage when dealing with unhappy customers compared to human influencers. Sian Joel-Edgar, the lead researcher, highlights the importance for brands to maintain control of virtual influencers in the metaverse, as their impact on consumer trust is significant. The research illustrates the distinctions between human and AI influencers in marketing, suggesting that consumers may attribute negative experiences differently when dealing with artificial personalities. Thus, brands should strategize their use of such tools in advertising thoughtfully.
A new study warns that brands may face more reputational damage when using AI-powered virtual influencers for unhappy customers than with human counterparts.
Sian Joel-Edgar emphasizes the need for brands to maintain close control over virtual influencers, given their potential impact on brand trust.
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