Public reception on the use of AI influencers in beauty brand campaigns on Instagram

Abstract

The use of artificial intelligence (AI) influencers as models in brand campaigns in recent years, particularly in beauty brands, has sparked scepticism and distrust among the public. This study aims to explore the impact of AI influencer usage on message reception within beauty brand campaigns on Instagram according to the audience reception theory. Using a quantitative approach with random sampling techniques, the research covers the entire active Instagram user population in Indonesia, with 100 respondents. The analysis reveals a decline in message reception when AI influencers are employed in beauty brand campaigns on Instagram. Factors contributing to this decline include a lack of trust, limited social presence, and absence of humanistic elements in content. Additionally, aspects like visual realism and hyperreality content create a disparity between the portrayed image and reality. These findings indicate a tendency for declining message reception over time, warranting further investigation into public responses and AI influencer roles. To counter this decline, continuous monitoring of evolving trends and dynamics in message reception through AI influencers is recommended. Further, collaborative efforts between AI influencers and humans are suggested to mitigate the downward trend. This comprehensive understanding is vital for brands navigating the evolving landscape of influencer marketing and maintaining a positive reception among their target audience.