CAN AI-SIMULATED PROFILES REPLICATE HUMAN PERCEPTIONS? A STUDY ON ANTHROPOMORPHISM IN DIGITAL CONTENT

This study explores the assessment of anthropomorphic perceptions in synthetic digital content using AI-simulated profiles. Anthropomorphism, the tendency to attribute human traits to artificial entities, plays a crucial role in how consumers engage with AI-generated content. The research compares reactions from human subjects with responses generated by AI-simulated profiles to determine if AI can effectively replicate human assessments. A sample of 120 human participants evaluated AI-generated digital content, while AI-simulated profiles, mirroring the participants' demographic characteristics, completed the same assessment. The results showed that AI-simulated profiles can serve as a reliable alternative for measuring anthropomorphic reactions. These findings suggest that AI could be effectively used in marketing research to assess consumer perceptions of AI-generated content, potentially increasing efficiency and reducing costs.