Mental and Physical Humanlikeness in Artificial Intelligence Influencers: Effects on Humanness, Eeriness, and Consumer Responses

ABSTRACT Artificial intelligence (AI) influencers, nonhuman characters powered by AI, have garnered a significant following on social media in recent years. Through two between‐subjects online experiments ( n = 957), this study investigates the impact of AI influencers' appearance realism and self‐disclosure on consumer perceptions (humanness and eeriness) and their downstream responses (intention to self‐disclose, intention to follow the advice, and brand attitude). Drawing from anthropomorphism and theory of mind, this study emphasizes the distinction of two dimensions of AI influencers' humanlikeness (physical and mental) which differently affect the humanness and eeriness of the AI influencer. Results indicate that the AI influencer's realistic appearance and high self‐disclosure increased perceptions of physical and mental humanlikeness, respectively. Furthermore, the effect of mental humanlikeness on perceived humanness was more pronounced than that of physical humanlikeness. Mental humanlikeness alleviated eeriness, while physical humanlikeness did not. The increased humanness and decreased eeriness ultimately enhanced the intention to self‐disclose, intention to follow the influencer's advice, and brand attitudes. This research underscores the importance of brands partnering with or developing mentally humanlike AI influencers to achieve effective relationship building and marketing outcomes.