The purpose of this study is to examine the psychological and societal effects of artificial intelligence-enabled influencers, focusing on how perceived authenticity, trust, emotional engagement, persuasion knowledge and well-being interact. The research seeks to understand the mechanisms through which artificial persuasion operates and to develop an integrative theoretical model that unites the persuasion knowledge model, the theory of parasocial interaction and self-determination theory.
The study adopted a two-phase quantitative research design. The first phase used the fuzzy delphi method with 19 interdisciplinary experts to validate and prioritize the constructs of agentic artificial persuasion. The second phase implemented a large-scale quantitative analysis using structural equation modeling based on data from 1,943 social media users in Canada and the USA. This design enabled the combination of theoretical refinement and empirical validation to explain the psychological and societal processes underlying human artificial interaction.
The results reveal that perceived agenticity is positively associated with perceived authenticity, trust and emotional engagement when together with transparency and emotional responsiveness, thereby linking to consumer well-being. Perceived authenticity and trust act as key mediators, while cultural orientation and digital literacy moderate the strength of these relationships. The findings confirm that artificial persuasion is most effective when it supports autonomy and emotional coherence rather than manipulation. The integrated theoretical model successfully explains how cognitive awareness, emotional bonding and motivational satisfaction interact to determine consumer responses to artificial influencers.
The study provides a framework for organizations and marketers to design ethical and emotionally intelligent artificial influencers that enhance perceived authenticity and trust. Prioritizing perceived authenticity and trust is crucial for reducing skepticism and improving engagement in AI influencer experiences by offering personalized and transparent consumer experiences. These insights guide the responsible adoption of artificial intelligence in marketing communication, aligning with sustainable and inclusive technological development.
To the best of the authors’ knowledge, this study is one of the first to empirically integrate three major psychological theories to explain artificial persuasion. It contributes to academic knowledge by redefining perceived authenticity and parasocial interaction in nonhuman contexts and to industry by offering a data-driven ethical model for artificial influencer design. The research advances understanding of how artificial intelligence can enhance human autonomy, trust and well-being when guided by psychological and ethical principles.
