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Keywords: Spokesperson
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Journal Articles
I feel no empathy toward AI: the effects of AI vs human spokespersons on advertisement effectiveness
Journal of Research in Interactive Marketing (2026) 20 (1): 108–122.
Published: 16 April 2025
...Alexis Yim; Luke Liska; Yumei Mu; Maneesh Thakkar Purpose This study investigates the effectiveness of artificial intelligence (AI)-generated spokespersons in advertising compared to human counterparts, addressing a critical gap in marketing research as generative AI becomes more prevalent...
