Non-human agents as marketing influencers: how realism and empathy drive affective and cognitive trust under the contingency role of perceived threat to human identity

Purpose In emerging markets, artificial intelligence (AI)-powered technologies are redefining business and marketing processes. Particularly, AI influencers are increasingly used as strategic assets in marketing communication; however, a substantial gap persists in comprehending how these non-human agents cultivate consumer trust. The purpose of this study is to apply Computers Are Social Actors theory and the artificial empathy framework to propose that the advanced appearance and behavior of AI influencers facilitate customer trust by fostering the perception of empathic AI. Design/methodology/approach To empirically test these relationships, the authors collect the data from 265 valid Vietnamese respondents and analyze it using a partial least square–structural equation method. Findings The findings of this study suggest that both form and behavioral realism foster perceived empathy in AI influencers, which in turn results in consumers’ cognitive and emotional trust. However, the relationship is attenuated by the perceived threat to human identity, as biases against AI make it harder for consumers to perceive anthropomorphic agents as empathic, reducing empathy’s positive effect on trust. Research limitations/implications This study’s reliance on a single informant, cross-sectional data and a Vietnam-only sample. Future research should consider longitudinal or multi-source data methods for enhanced rigor and reliability or extend the model to test how artificial empathy shapes different trust mechanisms. Practical implications This study provides practical guidelines for businesses on effectively deploying AI influencers in marketing strategies. Originality/value This study contributes to the growing body of literature on virtual agents by providing insights into the dynamic mechanisms through which AI influencers foster cognitive trust and emotional trust.