Synthetic, humanlike spokespersons and training: study shows no significant differences with humans in effectiveness, perceived effectiveness or brand impression

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Research examined the impact of synthetic, humanlike spokespersons (SHS) compared to humans in workplace training videos. The findings showed no significant differences between SHS and humans in effectiveness, perceived effectiveness or brand impression. But when respondents perceived syntheticness, it slightly decreased scores in perceived effectiveness and brand impression. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.