AI
- Creative & Branded Content
- Article
How Deepfake Ads Shape Consumer Response
New research reveals that virtual influencers, despite their growing popularity and flexibility, are less effective than human influencers in driving engagement and brand outcomes. The reason lies in consumer psychology: people perceive virtual influencers as less deserving of success, which reduces feelings of envy—an emotion that typically drives social media engagement. However, this disadvantage can be mitigated when virtual influencers are paired with futuristic, technology-focused brands, where their artificial nature feels more congruent.
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- Targets & Segments
- Article
What AI Recommends—and Why: Inside the Logic of “Best” Product Choices
As generative AI tools increasingly shape how consumers search, shop, compare and evaluate products, understanding how they make recommendations has become critical for marketers. This seventh experiment in our ongoing Psychology of Gen AI series, is the first phase in a study that examines how large language models (LLMs), like ChatGPT and Claude, determine what qualifies as the “best” product—and reveals that their recommendations are far from neutral. Instead, they tend to rely on narrow, repetitive sets of familiar brands and structured response patterns that may reinforce existing market leaders. The findings highlight important implications for brand visibility, competitive dynamics and how marketers should position their products in AI-driven environments.
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