From algorithms to action: the power of AI influencers and customer AI literacy in driving purchase intention

This study examines how artificial intelligence (AI) influencer characteristics—anthropomorphism, artificiality, luminary status, homophily, expertise, and attractiveness—affect customer trust and purchase intention, while also testing the moderating role of customer AI literacy. Grounded in social identity theory, a conceptual model was tested using structural equation modeling (SEM) on survey data from 400 Instagram followers of AI influencers. Results show that all characteristics except artificiality significantly enhance trust, which subsequently drives purchase intention, with anthropomorphism being the strongest predictor. Notably, AI literacy moderates the effects of anthropomorphism, homophily, expertise, and attractiveness on trust, but does not influence the effects of artificiality or luminary status. For marketers, this suggests designing AI influencers with human-like traits and expertise, while avoiding overly synthetic appearances, and investing in consumer AI literacy to boost campaign effectiveness. The study’s key contribution is the introduction and empirical validation of customer AI literacy as a critical moderator, providing deeper insight into how consumer knowledge shapes responses to AI influencer marketing.