Influence of AI-generated avatars on consumer trust in the brand

Abstract

Artificial intelligence is emerging in almost every aspect of consumer life, making AI-powered content generation a significant brand marketing tool. Avatars are one of the AI-powered tools that are changing the way consumers interact with brands. The market for avatars is growing rapidly, so the question of their use in brand marketing is becoming more and more relevant. This paper tries to find out what decisions of avatars created by artificial intelligence allow to influence consumer trust in the brand, and what influence avatars have in creating consumer trust. The article analyzes the theoretical aspects of the use of avatars in creating consumer trust in a brand. It was revealed that avatars create emotional and cognitive trust in users’ subconscious. The visual and audio elements of avatars can be elements of “reassurance” in users’ subconscious, thereby reducing the feeling of uncertainty and ambiguity and shaping perceived familiarity. Emotional and cognitive trust shape consumer experience, brand recognition, brand love and loyalty. Emotional trust in an avatar has a greater impact on consumers’ trust in the brand and thus on their purchase decision. Cognitive trust is related to the avatar’s role as an expert, while emotional trust is built through the avatar’s appeal to the user.