AI (Artificial Influencer) – Personality, Contexts, and Trust
AI (Artificial Influencer) – Personality, Contexts, and Trust

Summary/Abstract: The aim of this paper is to describe and critically evaluate the continuity of the development of influencers (both real human influencers and digitally created ones – so-called artificial influencers) with contexts involving a deeper exploration into the issue of simulation (simulacrum) and the human desire for extraordinary stimuli. The contribution includes not only a critical reflection on the development and changes in the field of influencers, but also a pilot study where the aim is to determine whether young adults perceive virtual influencers (CGI and AI) as trustworthy and, simultaneously, whether there is a relationship between personality traits and trust in artificially created influencers (virtual influencers). The study involved 135 respondents, and we used Cattell’s 16 PF questionnaire (1997) and a polarity profile inspired by R. Ohanian (1990). The results showed, among other things, that VIs are perceived as rather untrustworthy, rather undependable, and rather insincere. At the same time, we found that influencers generated by CGI and influencers generated by AI do not differ in perceived credibility by recipients. Of the 16 personality factors in Cattell’s questionnaire, only two – factor IM (impression management) and factor F (liveliness/spontaneity) – correlate with the perception of trust in virtual or artificial influencers (both CGI and AI types). The results are discussed not only in the context of media practice but also in the context of the critical thinking of young people in the era of media manipulation.

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