MSU researchers explore how AI influencers persuade consumers - ClickOnDetroit | WDIV Local 4
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A new study from Michigan State University is examining why consumers can be persuaded into purchasing decisions by AI influencers, even when they know they aren’t real.
AI influencers are computer-generated characters built by a brand promoting products on social media, just like a real person would. They have names, personalities, and millions of followers, and the business behind them is massive.
Last year alone, brands spent $39 billion on influencer marketing around the globe, and that number is expected to keep growing.
MSU Associate Professor and co-author of the AI influencer study, Juan Mundel, joined Local 4 on Wednesday to share some highlights from his research.
Use the media player above to watch the full interview.
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Nick joined the Local 4 team in February of 2015. Prior to that he spent 6 years in Sacramento covering a long list of big stories including wildfires and earthquakes. Raised in Sterling Heights, he is no stranger to the deep history and pride Detroit has to offer.