AI Don’t Like It! Investigating the Barriers to Implementation of AI Influencers

Authors

Sudhanshu Bhatt, XLRI JamshedpurFollow
Dikhita Das, University of Petroleum and Energy StudiesFollow
Sana Zehra Kamoonpuri, University of Petroleum and Energy StudiesFollow
Sanjeev Varshney Dr, XLRI JamshedpurFollow
Anita Sengar Dr., University of Petroleum and Energy StudiesFollow
Rajita Singh, XLRI JamshedpurFollow
Anjali Desai, XLRI JamshedpurFollow

Abstract

AI influencers, also known as virtual influencers, refer to computer-generated digital characters that have gained a large social media following in recent years. These computer-generated entities perform similar tasks to human influencers, such as promoting products, engaging with followers, and building online communities. Despite not being real individuals, AI influencers have become trusted tastemakers in various niches and offer companies various advantages, such as lower costs, greater content control, and more personalized content delivery. However, AI influencers have not yet achieved widespread adoption and face significant challenges. We used the fuzzy analytical hierarchy process (FAHP) method to identify and classify the various factors that impede organizations from adopting AI influencers using a multi-stakeholder perspective. We identified seven primary barriers and 38 subbarriers. We performed a sensitivity analysis to confirm our approach’s robustness.

DOI

10.17705/1thci.00219

Recommended Citation

Bhatt, S., Das, D., Kamoonpuri, S., Varshney, S., Sengar, A., Singh, R., & Desai, A. (2025). AI Don’t Like It! Investigating the Barriers to Implementation of AI Influencers. AIS Transactions on Human-Computer Interaction, 17(1), 110-141. https://doi.org/10.17705/1thci.00219
DOI: 10.17705/1thci.00219