Artificial humanity: A multi-method exploration of user responses to AI influencer affordances in short video platform

Abstract

The advent of social media has led to the emergence of AI influencers. However, research on how affordances by AI influencers shape consumer perceptions remains limited. We addressed this gap by conducting a text-mining analysis of 12,467 user comments on social media related to AI influencers. In addition, we surveyed 978 followers of AI influencers, employing structural equation modeling (SEM) to delineate the affordances of AI influencers. The thematic analysis extracted four key AI affordances, namely modality, autonomy, guidance, and interactivity, that positively shape AI influencers’ perceived humanness and trust, which in-turn drives purchase intention and active engagement. These findings offer multi-method evidence on how the strategic use of AI affordances shapes consumer perceptions and behaviors in human-AI interactions.